MEZZA - I DRINK WHENEVER I WANT.
|Entrant||OPERATION UNICORN Ain El Rihane, LEBANON|
OPERATION UNICORN Ain El Rihane, LEBANON
Write a short summary of what happens in the film.
The film shows around 10 characters drinking what appears to be a beer, as they rhythmically move their heads to a song. Each lyric of the song and visual depict controversial situations of the consumption of this beverage – During pregnancy, while driving, underage drinking, before going to sleep, right after waking up and working out, and some other characters or sets have a religious referential appearance. In the end, the pack shot reveals the launch of the product, Mezza, a non-alcoholic malt beverage.
Cultural/Context information for the jury.
Alcoholic drinks are available to everyone in Lebanon, however, our core audience, the Lebanese Islamic Demographic, chooses not to drink. Launching this non-alcoholic product, we needed to create a memorable film, without offending our main target and their beliefs. Competitors' messaging focuses, more than often, on the product's benefits and taste. To break through this category, we chose to go with a more consumer-centric communication strategy. Though the practicing Islamic demographic was our main target, in order to reach it without singling it out, we chose to include additional situations where alcohol consumption is "frowned upon" – and make a non-alcoholic drinks' communication sexy, for once. This meant addressing the taboos that surround consuming alcohol and portraying non-alcohol drinkers as the rebels and cool people of our society. To lessen the shock of addressing these topics, we made up a song, because singing things makes them... tolerable.
||Associate Creative Director