THE BEST MILK CANNOT BE BOUGHT
Brand | ALMARAI |
Product/Service | MILK |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Fast Moving Consumer Goods |
Idea Creation
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
|
STARCOM Riyadh, SAUDI ARABIA
|
PR
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LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
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LEO BURNETT Riyadh, SAUDI ARABIA
|
The Campaign
After thorough research, we reached to an insight of “breast feeding” was deemed very private and a topic too personal to talk about, yet as well people would opt out breast feeding their children and rather use the off-shelf powdered milk.
Eureka! That was our light in the dark tunnel.
We created a video that takes in breast feeding as the utmost essential relationship a mother can have with her child.
Creative Execution
The video launched on Youtube and was amplified on a few occasions.
Describe the success of the promotion with both client and consumer including some quantifiable results
We received a large applause from the public on this initiative and managed to become one of the most inspiring and emotional videos of 2016.
• 2nd most viral film worldwide
• Reaching over 47 million views
• The video was shared public over 4.5 million shares and became the 7th most shared brand video in 2016
• We generated 280 million Social media impressions through our hashtag #the_best_milk_cannot_be_bought
• Facebook fan base increased by 10,000 fans per day
Breast feeding became the most talked about topic in Saudi Arabia
Explain why the method of promotion was most relevant to the product or service
The film produced was used as medium of communication that conveys a message of human emotions and insights to change a behaviour.
The work being a film that was used in many channels of communication including social media and for the purpose of activating and promoting a social discussion and topic relevant to the industry of the client makes it a promotional and activation-centric medium.
Almarai was being viewed as the an evil corporation that wants to profit from the public, to change this behavior we found an extremely emotional human moment that also involves the milk and blend Almarai into the precious moment.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Mohammed Bahmishan |
Leo Burnett |
Executive Creative Director |
Alexandre Choucair |
Leo Burnett |
Creative Director |
Thierry Chehab |
Leo Burnett |
Sr. Art Director |
Noor Wafa |
Leo Burnett |
Arabic Copywriter |
Ahmad Abu Zannad |
Leo Burnett |
Head of Strategy |
George Maktabi |
Leo Burnett |
Regional Managing Director |
Mazen Mitri |
Leo Burnett |
General Manager |
Links
Social Media URL