BIRELL MATE-SHIP REPOSITIONING CAMPAIGN
|Product/Service||BIRELL: PLAIN MALT BEVERAGE|
|Entrant||AL AHRAM BEVERAGES COMPANY Qalyubia, Cairo, EGYPT|
GHOST ADS Cairo, EGYPT
RHINO & OXPECKER PRODUCTIONS Cairo, EGYPT
Write a short summary of what happens in the film
We open on a seafood restaurant with a group of friends having a meal. It is time to pay the check. One of the girls cornered her friend to pay the check as he just bought a new car. The other friend notices his friend wincing and quickly reacts by ‘Hi-Fiving’ his friend with his credit card to pay for the cheque. This friend then tells a story, communicating his pin-code for his card through the made up on the spot story. The pin-code is successful, they get up to leave. Cut to beauty shots of the product with the lines with a VO saying “What’s between us, will always stay between us, and brotherhood has a unique taste between us.”
We then cut to a drop shot where the waiter and the friend are saying good job to the hero friend.
Cultural / Context information for the jury
Birell has been the drink of the millennials for years in Egypt. The previous platform of ‘Man Up’, playing on the bitter taste of the malt drink was iconic in its time. But with different generations come different sensibilities and tastes. The previous platform of ‘Man Up’ had become tired, out of date and to some even offensive.
So, a change was needed to be more appealing to newer generations, without alienating the older ones who might view manhood differently, we needed to look at the bigger picture.
While some brands had moved towards looking at Gen Z as fickle, overconnected or spaced out, we looked at Gen Z as highly collaborative that care deeply about others and their friends most importantly.
This copy displays the more caring and inclusive dimension of manhood, which is brotherhood. Aware of others, he is there to help his friend without even question