MAX - "Fashion For Real People"

Leo Burnett Middle East & North Africa

Leo Burnett Middle East & North Africa Dubai, Emiratos Árabes Unidos

Premios

11176

Marca: MAX
País: Emiratos Árabes Unidos

Anunciante: Landmark Group

Título	Fashion For Real People
Agencia	Leo Burnett Middle East & North Africa
Campaña	Fashion For Real People
Anunciante	Landmark Group
Marca	MAX
Fecha de primera difusión/publicación	2016 / 1
Sector Empresarial	Ropa
Filosofía	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%.
Medio	Case Study
Duración	129 seconds
Responsable de la creación	Bechara Mouzannar
Director ejecutivo de creación	Andre Nassar
Director artístico	Andre Nassar
Responsable de conceptos / redactor	Samer Zouheid
Director artístico	Hana Kawalit
Responsable de conceptos / redactor	Mahmoud Mujahed
Regional Director	Raja Sowan
Communications Director	Rasha El Ghoussaini
Montador	Dan Newton
Planificador de cuentas	Mark Haycock
Planificador de cuentas	Rasha El Ghoussaini
Productor	Dev Vaswani
Realizador	Amin Dora
Productor	Victoria Chobit'ko
Fotógrafo	Kurt Stallaert
Communications Director	Sarah Sakr
Communications Manager	Abla Nari
Digital Strategy	Moey Shawash
Senior Digital Delivery Manager	Sheni Meledath
Senior UX Specialis	Venkat Krish
Head of Digital Delivery	Raed Hakim