Brand | BAROODY BROS S.A.L |
Product/Service | IDEAL CREAM |
Entrant | TBWA\RAAD Beirut, LEBANON |
Category | Single Market Campaign |
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 how you designed / adapted your campaign for the single country / region / market where it aired.
This campaign was specifically designed for the Lebanese market as Crème Ideal’s concept was based on making the most out of the current Lebanese economic crisis and the plethora of abandoned billboards across the country.
Credits
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 |