Bechara Mouzannar
Former CCO Publicis Communications MEA/Leo Burnett MEA. at Unbranded
Beirut, Líbano
TituloRest after fame
Campanha Rest after fame
Anunciante IKEA
Data da primeira Transmissão/Publicação
Sector Empresarial Retalho, distribuição e cadeias de restaurantes
Filosofia This simple social media post was done as a reaction to the biggest trend happening in the world at the beginning of the year after two hours from the egg breaking its record. The post was done inspired by the MEMES culture, and it succeeded to let the international and local audience to engage with the brand and with each other by sharing, tagging, commenting and even writing about it online and offline that led to generate masses of articles just only by riding the momentum of the world record egg.
An ordinary brown egg toppled Kyle Jenner’s baby as the most-liked post on Instagram breaking her world-record of 50 million likes. We wanted to turn this as an opportunity for our client and create something fast, simple, witty, and relevant to react along with the crowd and ride the viral wave of the egg.
With all that fame, a world-famous egg has got to rest! And what’ better to rest on than a comfy egg holder from the world-famous furniture brand that’s known to have everyone’s back? After the @world_record_egg broke the record with two hours, we reacted to this news with the same egg laying on IKEA’s TVEKSAM egg holder on Instagram with a caption “After all this fame, get some rest!”
We chose to have one simple Instagram post with an eggcellent impact targeting the masses intrigued by the egg topic. Given the egg was laid on Instagram, so was our egg holder nest for it. The followed approach was to congratulating the new Insta-queen by giving it an egg worthy throne.The timing was a key for such post, it was launched right after the @world_record_egg broke the record, it was done as a very small social media post targeting the local market, and quickly it got picked up by local influencers and then it reached frontpages of design websites, design social media pages, and mainsteam websites in several countries such as Japan, Iran, Poland, Egypt, and many more countries.
Resultado 41+ Million Impressions 112 thousand dollars of Earned Media Value 20% increase in the Website Visits Sales of the TVEKSAM Egg Cup increased by 49%
Tipo de Mídia Interatividade
Chief Creative Officer
Chief Operating Officer
Reginal ECD
Creative Director
Director de arte
Director de arte
Regional Managing Director
General Manager
Account Director


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