The Stunts that Changed Things For­ever

ArabAd - - CONTENTS - Walid Kanaan:

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.

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