Mashrou' Leila - "The Cult Of The Night"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Líbano

Prêmios

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Marca: Mashrou' Leila
País: Líbano

Anunciante: Mashrou' Leila

Titulo	The Cult Of The Night
Agência	H&C Leo Burnett Beirut
Campanha	Ibn El Leil Album Launch
Anunciante	Mashrou' Leila
Marca	Mashrou' Leila
Data da primeira Transmissão/Publicação	2016
Sector Empresarial	Cultura, ócio e desporto
História	A live-stunt broadcasted from Beirut to Barbican, live VJ-ing of artist collaboration footage, a full live-coverage on MTV-Lebanon brought forward “The Cult of the Night”
Filosofia	The BriefWe wanted to create an album launch that would for the first time united Mashrou’Leila’s Arab and non-Arab fans and reach an audience beyond their typical fan-base. Our objectives were to reach an audience wider than their biggest previous concert performances and to place the album at the top of social conversations. Knowing that their launch concert was set to happen at Barbican Center in London a first to their previously Arab-country launches, we wanted to ensure that their regional fans would still have an active role.Creative ExecutionWe chose the night of the Album launch concert at Barbican London to celebrate this new cult. - Promotional Stunt/ traditional-media coverage: we hosted a decadent party in Beirut at Behind the Green Door where the Deity of the Night made his first appearance, that was broadcasted through a live-feed onto the stage-screens hijacking the Barbican concert that was being covered live by MTV Lebanon, bringing the hidden, unedited, uncensored “Cult of the Night” into the forefront of mainstream media. - Influencers: as every cult needs its founding members, we reached out to select artists to collaborate submitting raw footage interpreting the night to serve as graphics for the stage-screens during the band’s performance live - Engagement: interlinking the 3 live experiences starting in London and spreading across Arab and non-Arab regions: the concert, the party, the audience watching live on TV/Online, through a social-media conversation #ibnelleil
Resultado	Describe the success of the promotion with both client and consumer including some quantifiable results• 140k experienced the London Barbican Launch Concert from Lebanon, an audience 28x larger than their biggest Beirut concert • Over 1Million experienced, live, the Barbican Launch Concert in the world, an audience 66x larger than their biggest concert ever. • Ranked #1 album on iTunes MENA (beating Adele’s Album release) • #1 Album at Virgin Megastores MENA • First Arab Pop band to be ranked #13 on US Billboard Charts
Tipo de Mídia	Case Study
Comprimento	130 seconds
Chief Creative Officer	Bechara Mouzannar
Regional Executive Creative Director	Malek Ghorayeb
Director executivo criativo	Areej Mahmoud
Managing Diretor	Nada Abi Saleh
Director de contas	Peter Mouracadde
Director criativo	Davina Atallah
Director de arte	Nadia Deghaily
Director de arte	Philipppe Ghabayen
Calligraphy	Ghaleb Hawila
3D Artist	Michele Durazzi
Illustrator	Fouad Mezher