Beirut, Lebanon – April 22nd, 2015 – Mindshare, which is 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 MENA Lebanon was selected for the first prize for the “Best Launch Campaign” category at the Festival of Media MENA 2015 for their creative work for the Gandour/Tarboosh “Never Grow Up” campaign.
The winning campaign was centered on Tarboosh, the beloved chocolate, cookie, and marshmallow treat from client Gandour. Mindshare Lebanon aimed to communicate Tarboosh’s new pricing with charming media executions that would embody the playful spirit that consumers associate with the iconic sweet. “Never Grow Up” took consumers on a journey to the happy and carefree moments of their childhood through an innovative cartoon design and a memorable storytelling style.
The campaign represented Mindshare’s signature adaptive approach to marketing, turning the consumer’s mundane world into a playground by acting as the playful brand throughout our target’s day. Media all around them that was always so grim and serious was adapted to be fun.
“This was truly a benchmark campaign for Tarboosh,” says Rafic Ghandour, the brand’s marketing director. “We thoroughly enjoyed collaborating with Mindshare Lebanon, and look forward to even more success together going forward.”
Festival of Media MENA is one of several industry award shows that honor innovative media campaigns across the region. “We are particularly proud of the success of the ‘Never Grow Up’ campaign, which has been selected for three prestigious awards so far,” explains Hana Khatib, Managing Director of Mindshare Lebanon. “This award is meaningful because it celebrates both effectiveness and innovation in all aspects of the launch campaign, from strategy to implementation. We can’t wait to achieve great things for other Gandour products.”
The Gandour award wasn’t Mindshare’s only winning campaign – the agency was selected for awards in a wide array of categories ranging from highest effectiveness to best use of content, receiving a total of 12 Festival of Media awards including “Agency Network of the Year” and “Campaign of the Year.” The Festival of Media MENA was inaugurated in 2007 in order to stimulate dialogue about media, become a hub for industry networking, and showcase excellent initiatives and campaigns from create agencies across the Middle East. This year marks the first Festival of Media MENA, thanks to a joint venture between C Squared and Mediaquest, which operates across the region in Algiers, Beirut, Dubai, Jeddah, and Riyadh.