Make a Move
Agency: Leo Burnett Beirut
Client: Exotica
In Lebanon, the odds are stacked against single women because they outnumber men, 6 to 1 in this Middle East country bordered by the Mediterranean Sea. Exotica, a leading flower shop in Lebanon, wanted to counteract what can be a dispiriting holiday for singles, Valentine’s Day, by giving them — the ladies in particular — something fun to celebrate their braveness and independence.
Working with Leo Burnett in Beirut, the Exotica team developed the “Make a Move” campaign to encourage women to take their fate into their own hands. The integrated interactive campaign suggested that women should be brave and choose their own Valentine. Print and outdoor ads began the campaign, while a guerilla-style effort spearheaded by a pre-selected woman blogger ran concurrently by fueling tweets, blogs and other social networking posts around the idea of women taking control of their relationship status.
The campaign culminated with fliers and roses handed out to women in malls and nightclubs, urging them to give a flower to the man of their choosing. Men could reciprocate the gesture by purchasing a bouquet from Exotica.
A Caples judge commented, “Brave client to be willing to break social norms and willingness to take it on to sell their product,” while another called the campaign “a big idea.”
Executive Creative Director
Bechara Mouzannar
Creative Director
Ghida Younes
Copywriter
Rana Khoury
Senior Art Directors
Caroline Farra, Natasha Maasari
Associate Creative Director
Wissam Matar
Digital Planner
Michael Chaftari
Finalists
Composing your Life
Agency
CP Proximity
Barcelona
Client
Audi
ECD: Eva Santos
Quique the Head
Agency
Shackleton Madrid
Client
Diesel
ECD: Enric Nel-lo
Real Stories
Agency
Colenso BBDO
Client
TVNZ (TV One)
ECD: Nick Worthington
Support Scent
Agency
Clemenger BBDO Proximity Melbourne
Client
Guide Dogs Australia
ECD: Ant Keogh
