Lip­ton Pays Trib­ute to Le­banon’s Pos­i­tive Peo­ple

ArabAd - - WHO DID WHAT -

With Lip­ton’s 2016 brief be­ing all about the ul­ti­mate mood lifter, Pimo used the op­por­tu­nity to build on this and reach a new seg­ment of the youth gen­er­a­tion. Once per­ceived as a tra­di­tional and ubiq­ui­tous brand, to­day Lip­ton speaks the same lan­guage as the youth who are op­ti­mistic and more present in the mo­ment.

In re­sponse, the agency cre­ated an ac­ti­va­tion cam­paign at pre­s­e­lected ge­o­graph­i­cal lo­ca­tions as well as on­line. To achieve op­ti­mal im­pact, a so­cial ex­per­i­ment was un­der­taken. A num­ber of highly-crowded lo­ca­tions were se­lected and in­ter­ac­tive booths in­stalled in By­b­los, the Mzaar Sum­mer Fes­ti­val, Beirut Souks and more. Peo­ple were asked whether they see the cup half full or half empty. It played on the con­cept of ‘op­ti­mism ver­sus pes­simism’ and had 32,855 Le­banese par­tic­i­pants. The MJQUPONPPEPGOBUJPO XBT IFODF DSFBUFE

Con­se­quently, an on­line plat­form went live also en­gage those ex­press­ing in­ter­est. The re­sults in­di­cated that 65 per­cent tend to see the cup half full, prov­ing that pos­i­tiv­ity pre­vails!

Build­ing on the re­sults of this in­ter­ac­tive ac­ti­va­tion, Pimo de­cided to share the pos­i­tiv­ity through a vi­ral video, pay­ing trib­ute to young Le­banese in­flu­encers who ex­hibit the up­beat side of Le­banon, each in their own way. The video fea­tured the band Ado­nis, who col­lab­o­rated with Lip­ton to pen a cam­paign song

Agency: Client: Pro­duc­tion house: Di­rec­tor: DOP: POST Pro­duc­tion: Soft­ware De­vel­op­ment Co: Au­dio Pro­duc­tion: Pro­duced by: Recorded and mixed by: So­cial Me­dia Agency:

Pimo Unilever Mashreq Ec­stasy Labs Mazen Fayad Pierre Mouarkech The Bright­side Bright Lab Com­posed and per­formed by Ado­nis Band Jean Marie Ri­achi JMR Stu­dios Mynet­work­ing high­light­ing the ‘cup half full’. The song ran on ma­jor Ara­bic ra­dio sta­tions. In ad­di­tion, graf­fiti artist Ashek­man contributed by paint­ing a 200 meter long wall in Karantina. On a sim­i­lar note, Eddy Bi­tar, founder of Live Love Beirut used cal­lig­ra­phy to cre­ate a unique piece on the sub­ject.

"This pro­ject came to­gether due to a num­ber of fac­tors, namely, an in­sight­ful client, a fully ded­i­cated and highly-ex­pe­ri­enced pro­duc­tion agency, as well as a vi­sion­ary di­rec­tor, Mazen Fayad", ac­cord­ing to Pimo's creative team. In other words, all those in­volved went the ex­tra mile to make this hap­pen.

“Wa2if, Rawek and Kamel“(Stop, calm down and go on) is the Lip­ton call to ac­tion!

Pos­i­tiv­ity is con­ta­gious, spread it!

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