Bechara Mouzannar
Chief Creative Officer at Publicis Communications Middle East
Beirut, Líbano
TituloFashion For Real People
Campanha Fashion For Real People
Anunciante Landmark Group
Marca MAX
Data da primeira Transmissão/Publicação
Sector Empresarial Vestuário
Filosofia Brief ExplanationFashion is dictated to us by the glamour world. It makes us feel we should look a certain way if we want to be fashionable. This is particularly true in Dubai, a city fast becoming the luxury capital of the world. So, we decided to democratize fashion with Max, a popular fashion brand in the Middle East, by telling people fashion is what makes you feel comfortable. 
 Creative Execution
On social media, we engaged people through our social experiment. The film was shared on Max’s Facebook and Youtube page. Bloggers spread it through the blogosphere and their social media channels. As it started to gain traction we gave people a tool to participate, by creating an app that let them make their own fashion statement by creating a magazine cover. We used the endorsement of Arab singer Mohammed Assaf to leverage the campaign on PR. The media reported about the film and press ads, as well as covering the fashion show launching the concept.Insights, Strategy and the IdeaMax as a brand provides clothes at the lower-end of the price range. Most people who shop in that price range do it because it’s what they can afford. They aspire to be fashionable, but feel it’s out of their price range. Max’s mission is to change that. They want people to feel proud of what they wear. They want people to feel fashionable. So, they don’t just produce affordable clothes; they produce fashionable ones as well. But not any fashion. They produce fashion that reflects people’s personalities. It’s fashion inspired by lifestyle. 
Resultado Results and Effectiveness9.5 million views on social media. 33.5 million users reached on social media 23.2 million social media impressions Sales grew 5% in 2 months. Subscriptions to loyalty program increased by 40%. 
Tipo de Mídia Case Study
Chief Creative Officer
Director executivo criativo
Director de arte
Director de arte
Regional Director
Communications Director
Communications Director
Communications Manager
Digital Strategy
Senior Digital Delivery Manager
Senior UX Specialis
Head of Digital Delivery

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