The Stunts that Changed Things Forever
TBWA\RAAD has always been renowned for the work they do in Lebanon and the region. This time though, with newly-appointed Chief Creative Officer Walid Kanaan at the helm, two new ideas were given an entirely fangled twist, which got over half a million people talking.
By promoting a renowned household dishwashing liquid, Pril, the agency wanted to set the brand apart and so decided to literally take matters to the next level. Going behind the scenes, Arabad talked to the man in charge for his take on the birth of an idea that will linger in the minds of those who saw it for quite some time. “Pril has spent years communicating their everlasting promise that one drop is powerful enough to wash a set of dishes. Today, other competing brands have started to say the same, so we decided to take the promise to a level our consumers can actually feel with their own hands,” Kanaan explained.
True to that promise, the team came up with an ingenious idea that put the brand to the ultimate test and in turn delivered on that challenge. “That was when the idea of creating the first ever ‘One-drop Bottle’ came to be. It is an exact replica of the Pril bottle reduced to the size of a thumbnail,” Kanaan said with a smile.
The marketing campaign received tremendous praise on social media, won a Cannes Lion award and attracted the attention of anyone who came across it. “The bottle is not intended for mass production but for promotional purposes and is currently being sampled in supermarkets,” he concluded.
Building on that momentum, the agency went ahead and took on a challenge that has proven elusive to anyone who dared address it. This time round though, the proposed solution was as brilliant as it was simple, alarmingly so!
In tackling the issue of speeding, which is the leading cause of accidents in Lebanon, car company Rymco, exclusive dealership of numerous brands, wanted to employ the pre-existing security setting that sounds the alarm when a vehicle exceeds a certain speed and replace it with something quite surprising.