Bechara Mouzannar
Former CCO Publicis Communications MEA/Leo Burnett MEA. at Unbranded
Beirut, Líbano
TituloMerry Balconies
Agência
Campanha Merry Balconies
Anunciante Procter & Gamble
Marca Bonux
Data da primeira Transmissão/Publicação
Sector Empresarial Produtos de limpeza, sabões, detergentes
Filosofia The initiative was targeted to the less fortunate ladies living in a neighborhood of Beirut that is poorly lit and cannot afford to have decorations for Christmas. We went to their homes and directly distributed small Bonux branded bags each containing 12 illuminating pegs. This was reflected in a call to action mechanism where we invited the ladies to use those illuminating pegs to hang their laundry after which we filmed the transformation of the neighborhood and crafted a film out of it. 
 Creative Execution
The initiative was inline with Bonux’s equity and purpose. We help ladies make lemonade when life gives them lemons. With a prevalent balcony culture where they spend most of their days, we brought back the cheer with illuminating pegs that lit up their neighborhood. • We gave away small Bonux bags containing 12 illuminating pegs to ladies of an impoverished neighborhood in Beirut • The ladies used them to hang their laundry which colored their neighborhood and brought back the cheer for Christmas • We filmed the ladies’ reactions and neighborhood transformation and crafted an edit that was leveraged on our Facebook page 
Resultado Our ladies who are resourceful ladies seeking smart solutions in life were very appreciative of this smart idea. We were able to bring back the happy spirit to the neighborhood that we targeted and prove that simple things can bring joyful moments in life. Despite the limited budget put behind this initiative, be it in shoot, editing or media investment, the results were fantastic. We managed to: • Attain 800K views out of a potential audience of 500K • Generate 99.96% positive sentiment as almost everyone was expressing their enthusiasm and love for the idea which grew to even praising the product! • Generate 13x engagement rate compared to industry standards (11% versus 0.83%) 
Tipo de Mídia Case Study
Comprimento
Chief Creative Officer
Regional Executive Creative Director
Director criativo
Director criativo
Director de arte
Director de arte
Regional Communication Director
Communication Executive
Communication Executive
Redator
Redator
Produtor da agência
Director de arte
Director de arte

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