2020/2021 Winners & Shortlists

THE 10% OUTDOOR

BrandBAROODY BROS S.A.L
Product/ServiceIDEAL CREAM
EntrantTBWA\RAAD Beirut, LEBANON
CategoryLocal Brand
Idea Creation TBWA\RAAD Beirut, LEBANON
Media Placement PIKASSO Beirut, LEBANON

Cultural / Context information for the jury

Since 2019, Lebanon has been hit by a devastating nationwide economic crisis. It has impacted all classes, as the local currency, the Lebanese Lira, decreased in value by 400%. This situation resulted in a total stop in media spend for most companies, as they could barely afford to pay their own employees, leaving hundreds of billboards abandoned like blank canvases on the side of the roads. Crème Ideal, a local beauty brand that also had to cut its marketing and media budget by 90% took these abandoned blank canvases as an opportunity to re-advertise their famous claim “cleanse and lighten the skin.” By using only a portion of the outdoor panels, Crème Ideal managed to not only save more than $130K in media spending, but gained over 3 million nationwide impressions and managed to increase their sales by 3.2% over the three months following the campaign.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Crème Ideal is a historical Lebanese beauty brand that is made specifically for fair-skinned individuals. The cream cleanses and lightens the skin of those who use it and has been in every Lebanese household since the late 50s. Unfortunately, before the campaign, the brand had lost its connection and relevance with the younger generations who had an inclination towards international brands like the L’Oreal of this world. The only way to get their attention was to go for a full guerrilla marketing operation.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Georges Kyrillos TBWA\RAAD Creative Director
Christopher Ghorayeb TBWA\RAAD Associate Creative Director
Jad Chidiac TBWA\RAAD Art Director
Sandy Bou Assy TBWA\RAAD Art Director
Diana Georges TBWA\RAAD Client Servicing
Ricardo Gasparian TBWA\RAAD Planner
Nour Christidi TBWA\RAAD Copywriting
Simon Raffaghello TBWA\RAAD Copywriting