Brand | THE AMERICAN UNIVERSITY OF BEIRUT |
Product/Service | THE AMERICAN UNIVERSITY OF BEIRUT |
Entrant | MEMAC OGILVY LEBANON Beirut, LEBANON |
Category | Social Behaviour & Cultural Insight |
Idea Creation
|
MEMAC OGILVY LEBANON Beirut, LEBANON
|
PR
|
MEMAC OGILVY LEBANON Beirut, LEBANON
|
Production
|
SPONGE PRODUCTIONS Sharjah, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the film
The video opens on teenage girls dressed in two Halloween costumes, coming out of what sounds like a Halloween party. One of the girls notices someone coming towards them. Her friend grabs her and they both run off in fear. The film continues in the suburban-like neighborhood, with eerie background music, and an overall Halloweeny vibe. We see youngsters in spooky costumes hiding, fearing, and running away from this mysterious person. Throughout the video, we (the viewer) don't see this person's face. In the end, just as this person steps into the light, his face is revealed. We understand why everyone was petrified. But he looks normal. Just not the new normal. He's not wearing a face mask. As he makes his way into the light, the end message appears on screen: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others (graphical face mask appears).
Cultural / Context information for the jury
Halloween is one of the most anticipated events for the youth in Lebanon. Each year, kids and young adults go trick or treating, costume parties, major pub streets, and hang out at key public districts that are always filled with youngsters in their spooky and scary Halloween costumes all enjoying this yearly awaited event.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In early October, Lebanon experienced a staggering 220% increase in coronaviruses compared to August, a record-breaking figure. To a country with such a small population, this number is a major threat. As Lebanon grappled with the COVID-19 pandemic, the youth continued to neglect the government’s plea urging them to wear face masks. They kept going out without wearing face masks. AUB needed to find a way to quickly reach the youth and send out the right message. With Halloween approaching, a much-anticipated event for youngsters in Lebanon, we played off the tradition of wearing masks during Halloween, with the importance of wearing face masks specifically this Halloween to minimize the transmission and subsequent risk of coronavirus. The end message raises awareness on the idea that: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others. The end line was followed by a graphical face mask.
Credits
Patou Nuytemans |
Memac Ogilvy |
Chief Executive MENA |
Juggi Ramakrishnan |
Memac Ogilvy |
Chief Creative Officer |
Samer Abboud |
Memac Ogilvy |
Regional Managing Director |
Philippe Aprahamian |
Memac Ogilvy |
Executive Creative Director |
Elie Choueiry |
Memac Ogilvy |
Creative Director |
Mariella Abdo |
Memac Ogilvy |
Client Service Director |
Elie Azzi |
Memac Ogilvy |
PR Director |
Tina Arab |
Memac Ogilvy |
Associate Creative Director |
Jad Karout |
Memac Ogilvy |
Senior Art Director |
Malek Badreddine |
Memac Ogilvy |
Senior Copywriter |
Richard Whaibe |
Memac Ogilvy |
Graphic Designer |
Johnny Yaacoub |
Memac Ogilvy |
Graphic Designer |
Majd Daaboul |
Memac Ogilvy |
Social Media Manager |
Elsa Abou Fayssal |
Memac Ogilvy |
Account Executive |
Mona Melhim |
Sponge Productions |
Executive Producer |
Marie Rose Osta |
Sponge Productions |
Director |
Mark Khalife |
Sponge Productions |
Director Of Photography |
Sarah Keyrouz |
Sponge Productions |
Wardrobe Artist |
Samantha Ayoub |
Sponge Productions |
Makeup Artist |
Nicolas Khoury |
Sponge Productions |
Editor |
Links
Video URL