2019 Winners & Shortlists


Short List
EntrantFP7/BEY Beirut, LEBANON
CategoryUse of Music or Sound Design
Idea Creation FP7/BEY Beirut, LEBANON
Media Placement UM MENA Beirut, LEBANON

Write a short summary of what happens in the radio advert.

McDonald’s, Lebanon’s leading fast food retailer, wanted to promote its new Chicken Wraps. But towards year-end, budgets were low amidst increasing competition. So, we used radio – a cost-effective mass-media channel in Lebanon. Now, conventional radio wouldn’t be enough. We needed to disrupt the radio ads that people heard in cars, at homes, or in offices, and grab attention for McDonald’s Chicken Wraps. We chose a popular music genre in Lebanon - Rap music. And created “The Chicken Rap” to promote Chicken Wraps ;). An unexpectedly delightful rap song disrupted the category and radio ad apathy, earning attention for McDonald’s Chicken Wraps from listeners across Lebanon. The ad was designed mixing sounds of real chickens clucking, composed with a sticky rap beat and tune. And as “The Chicken Rap” were hummed by everyday people on the streets, the Chicken Wraps became the hottest selling item from McDonald’s during the campaign.

Cultural/Context information for the jury.

Given the overwhelming anxieties (political, economic and social) in the country of Lebanon, it's not surprising that Lebanese love humour and fun. And content that's entertaining usually works better than content that's run-of-the-mill.

Provide the full radio advert script in English.

Hey… Hey yo right here Check this out <chickens clucking and edited like a rap> Baka bak bak a kaak Baka kaa bak a baa baaa Bak aka baaaak baakaaa baaak Baaak Baaak Bak baaaaak Baaak baaaak baba baaaa kaaaa Baaaak baa kaak baak a baka baak Baaak Baaak Bak baaaaak Baaak baaaak babaaaaak Bak a bak bak a baak Baka baaa baaaa Bak aka baaaak baaak The Chicken Wrap. Now, at McDonald’s Bak bak bak bak baaaak <McDonald's sonic, but with chicken voices>


Name Company Role
Karim Kazan Fp7 Bey Executive Creative Director
Emile Atallah Fp7 Bey Managing Director
Carl Bou Abdallah Fp7 Bey Regional planning manager
Rosy Mouallem Fp7 Bey Senior Art director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Salim Fayed Fp7 Bey Account Director
Nassif Abou Aloula Fp7 Bey Business director/Digital director
Petra Berbari Fp7 Bey Senior account executive
Karim Sallman Fp7 Bey Digital creative
Tony Hertz Tony Hertz radio and brand sound Director/sound design
Via Icasas HIT productions Inc President and managing partner
Robbie Factoran HIT productions Inc Composer/arranger
Mark Villar HIT productions Inc Recording engineer

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