Cannes Lions

JOHNNIE WALKER

LEO BURNETT BEIRUT, Beirut / DIAGEO / 2015

Awards:

1 Silver Cannes Lions
2 Bronze Cannes Lions
4 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Branded entertainment is allowed in Lebanon, several TV shows such as The Voice foster people participation.

While there are some restrictions on user content on TV, i.e. religious censorship, there are no legal restrictions to content communicated online.

Execution

We created a Socialmedia Activation, at the image of the campaign and brand, allowing for people to submit their messages of hope, as well as view a repository of messages that were turned into art pieces alongside the online movie. The Activation aggregated the #KeepWalkingLebanon statements of hope from Instagram and Twitter messages. The selected messages were transformed into art pieces and we notified the authors online in real time over a full month. The pieces were formatted for users to proudly use them as branding on the various social channels further exposing the statements of hope to larger audiences.

Outcome

38,400,000 impressions

306,022 Total Video Views

$766,000 in earned media

Over 2,500 user messages of hope. Hundreds transformed into campaign visuals used across media.

On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 campaign visuals.

4 publications dedicated their editorials to hope.

In a saturated market (source AC Nielsen):

JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category

Black label: value share grew 31%, 10ppt faster than category

Red label volume share grew by 4%

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