Beirut, Lebanon – December 11th, 2014 – Mindshare Lebanon, part of WPP, is a global media agency network helping clients to make collaborative and adaptive decisions across their paid, owned, and earned marketing in real-time. Mindshare racks up yet another win at the prestigious Effie Awards for their creative “Never Grow Up” campaign for their client Gandour in Lebanon.
Mindshare was selected for the Silver prize for the category of “Product and Services – Food and Beverage” for a creative campaign revolving around Tarboosh, an iconic chocolate, cookie, and marshmallow treat from Gandour. Mindshare capitalized on the fun and playful nature of the treat to create “Never Grow Up,” a campaign that communicated Tarboosh’s new pricing through fun content and enjoyable media executions. The goal was to turn customers’ worlds into a charming playground that was reminiscent of a breezy and carefree childhood. A kid’s voice-over and cartoon movie were unique elements that stood out as a first in the history of the Effie Awards.
“The ‘Never Grow Up’ campaign truly captured the spirit of the product,” says, Rami Kobtan
Gandour Lebanon Marketing Manager “We extend our congratulations for Mindshare’s Effie Award win.” The integrated execution and the collaboration between Gandour and Mindshare, from content to media selection, is what made the campaign a great success. It delivered a consistent brand experience that connected with consumers and left a deeper and more lasting impression. “We are renowned for producing campaigns that are insightful, thought-provoking, and out-of-the-box,” commented Mindshare Lebanon Managing Director Hana Khatib. “We are excited to receive yet another Effie Award for our creative work, and particularly for such a fun and innovative campaign.”
The Gemas Effie MENA Awards focuses on “ideas that work” – campaigns are judged on real and measurable results. The awards are more finely tuned than ever to recognize agencies that address the needs of the modern client and consumer. The Effies provide a platform for recognizing regional advertising and attract a virtual who’s-who of notable businesspeople from the MENA region – an ideal platform to honor Mindshare, the one of the region’s strongest communications agencies.