2022 Winners & Shortlists

Why is this work relevant for Entertainment?

OK OK X Flash Wondermint was an artistic collaboration unique on its kind. A mix between moroccan trap, represented by the rapper Tagne, and one of the oldest musical genre in Morocco, Chaabi represented by the late artist Hussein Slaoui. The first in Morocco to sing about the chewing gum American Army introduced in Morocco . Chewing gum which was at the time a symbol of freedom, cool and youth. OK OK was one of the most successful music clip in Morocco, and a top african song of 2021, a success on Youtube trend, Deezer, Spotify, Tik Tok.

Background

Flash Wondermint was an iconic chewing gum brand, first launched in the 50's, but has lost connection with Moroccan, and especially Gen Z and Millenials. Its was the chewing gum of their grand-parents and parents. The brief was to make Flash Wondermint cool again without betraying its legacy and DNA. - Make a strong come back in the heart and mind of our target - Make the brand cool - Create the hype

Describe the creative idea

Flash is no more a cool brand. Chewing gum has lost its cool too. Can we find something about chewing gum and our brand that is still cool and that we can build on ? There is a very famous singer of chaabi in Morocco, Hussein Slaoui, he is recognized as the father of moroccan Chaabi, an immortal form of music. And he singed a very famous song about chewing gum ! OK OK Come on bye bye. How its introduction in moroccan society in the 50's was a symbol of youth emancipation. There is also an other musical phenomenon, symbol of emancipation nowadays, the moroccan trap. So the idea was to create a new song about chewing gum with this old song telling our story, sang by the trap artist Tagne, one of the most appreciated Gen Z artist.

Describe the strategy

We decided to launch the clip unbranded on the artist channels, spotify, youtube and instagram, with only some discrete products placements and Flash told once in the song. It went organic on youtube, spotify, deezer, on moroccan radio. A hidden campaign at first, and then we reshared the content on our social networks. We didn't pay for any of the platforms because it was a song and not an ad.

Describe the execution

We created this clip, using old references, of the 50's, 70's, 90's letting the artist totally own it and just resharing his content at first on our social network, and when it went viral, we created a contest, and a Tik Tok challenge introducing the brand.

Describe the outcome

3.8 millions organic view on youtube Trend on Youtube on june 2021 3d most watched music video on youtube Morocco during the 1st week of its launch Top Ten on Spotify and Deezer Morocco on june 2021 39 reaction videos from the most followed influencers in rap community 2,2m reach et 3,1m impressions from the rap community 10.3 million vues on the OKOK tiktok challenge 451 UGC OKOKFlash Tik Tok Challenge 207 videos on tiktok using the OKOK song +15% sales on Flash products +50% sales on Flash Duo