Who did What

Mac­caw Salutes the Healthy Gen­er­a­tion

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A day in the life of any of the four young Le­banese tal­ents fea­tured in the new TV com­mer­cial cre­ated by Rizk Group for Mac­caw brand has lit­tle in com­mon with that of their peers.

Gabrielle Douaihy is a six­teen-yearold swimming cham­pion who boasts more than 200 Le­banese medals and who has achieved im­pres­sive re­sults dur­ing nu­mer­ous in­ter­na­tional com­pe­ti­tions. She has been tire­lessly work­ing to­wards reach­ing an Olympic level since age five, all the while main­tain­ing out­stand­ing aca­demic re­sults.

Nay Mouawad is an ac­com­plished dancer and bal­let teacher who has been re­lent­lessly prac­tic­ing and per­fect­ing her art since age four. In or­der to make it as a teacher and main dancer in one of Beirut’s lead­ing stu­dios; she has gath­ered ex­pe­ri­ence in some of the most pres­ti­gious danc­ing in­sti­tu­tions abroad.

Jalal Sadek is the ten­nis cham­pion of Le­banon in the un­der 14 year-old cat­e­gory, and was se­lected by the In­ter­na­tional Ten­nis Fed­er­a­tion to be a part of the West Asia Tal­ent Team. In July 2015, he was ranked 9th in Asia. Jalal is play­ing with another Le­banese tal­ent Laeti­tia Rizk, cur­rently ranked in the top three play­ers in her cat­e­gory.

Roy Azzi is a mu­si­cian and a DJ who has es­tab­lished a wide­spread rep­u­ta­tion as DJ Scar­face since the age of six­teen. In ad­di­tion to his Djing ac­tiv­i­ties at some of Beirut’s best night­clubs and par­ties, he has an­i­mated ra­dio shows and founded his own al­ter­na­tive event plan­ning com­pany.

These four have al­ways made their pas­sion their num­ber one pri­or­ity. They know the im­por­tance of de­ter­mi­na­tion. They will tell you that the time will come when wak­ing up for prac­tice and stay­ing fo­cused on your goals de­spite the tur­moil of life will seem un­achiev­able. There will be times when giv­ing in to peer pres­sure and the ap­peal of en­ter­tain­ing new tech­nolo­gies will seem like the eas­ier op­tion. There will be times when say­ing no to yet another night out, another friendly gath­er­ing will seem too over­whelm­ing. But they will also tell you that it is dur­ing these chal­leng­ing times that you need to muster your in­ner strength, the pas­sion and drive that push you to al­ways give it your best.

It is that am­bi­tious and un­break­able spirit, which the lo­cal renowned juice brand wants to pay trib­ute to, with this new cam­paign aimed at a younger gen­er­a­tion of loyal con­sumers, es­pe­cially when mass media has made it harder for young peo­ple to re­sist peer pres­sure and has eroded pri­vate and in­di­vid­ual val­ues and stan­dards.

Gen­er­a­tion Z (ages three to 20) is of­ten de­scribed as lazy, self-ab­sorbed and list­less. It is ex­posed to all kinds of reck­less advertising, leav­ing a small lee­way for par­ents to con­vince their chil­dren that be­ing tal­ented is some­thing to be proud of, that be­ing good at your hobby and ded­i­cated to it doesn’t make you a nerd or a loser.

Ded­i­cated and inspired, the Rizk Group cre­ative team has cho­sen to high­light the fact that the qual­i­ties nec­es­sary for ex­tra­or­di­nary achieve­ments are nat­u­rally present within each and ev­ery one of us. We all have our in­ner in­di­vid­ual drive, pas­sion, am­bi­tion, ded­i­ca­tion and as­pi­ra­tion, and our ca­pa­bil­i­ties are sim­ply wait­ing to be awak­ened and chan­neled by a strong, em­pow­er­ing mes­sage; and since these qual­i­ties are nat­u­ral, they had to be as­so­ci­ated with the spirit of Mac­caw; a brand po­si­tioned as an au­then­tic and nat­u­ral ded­i­cated to pro­vid­ing its con­sumers with a healthy, re­fresh­ing, and en­er­gis­ing prod­uct, one that brings out the best in them.


Agency: Rizk Group Client: Liban­jus Con­cept: Alain Rizk Cre­ative Di­rec­tor: Badr Aboul­hosn Art Di­rec­tor: Nataly Ma­j­dalani Pro­ject Di­rec­tor: An­dre Rizk Copy­writer: Is­abelle Tan­ios Di­rec­tor: An­dré Cham­mas DOP: Yves Sehnaoui Pro­duc­tion House: Stu­dio Vi­sion

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