Read the country's fortune by H&C Leo Burnett Beirut for Cafe Super Brasil

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Read the country's fortune

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Industry Coffee, Tea, Breakfast Drinks
Media Digital, Interactive & Mobile, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Associate Creative Director Yasmina Baz - Tania Saleh
Creative Director Areej Mahmoud - Caroline Farra - Celine Khoury
Art Director Dalia Fadel, Mark Maftoun
Released March 2012

Awards

Mena Cristal Awards 2013
Special Awards Advertisers Grand Cristal
Special Awards Festival Grand Cristal
Integrated - Grand Cristal
Integrated - Cristal (Gold)
Arabic Culture Arabic Culture Sapphire (Silver)
Media Food Product / Drink / Mass Consumption Product Emerald (Bronze)

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CAFÉ SUPER BRASIL
Product/Service: COFFEE
Agency: LEO BURNETT BEIRUT
Chief Creative Director: Bechara Mouznnar (Leo Burnett Beirut)
Executive Creative Direcor: Malek Ghorayeb (Leo Burnett Beirut)
Creative Director: Areej Mahmoud (Leo Burnett Beirut)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett Beirut)
Associate Creative Director: Tania Saleh (Leo Burnett Beirut)
Art Director: Mark Maftoun (Leo Burnett Beirut)
Art Director: Dalia Fadel (Leo Burnett Beirut)
Communication Director: Jad Hindi (Leo Burnett Beirut)
Communication Manager: Ranwa Sinno (Leo Burnett Beirut)
General Manager Levant PR Division: Jo Chemali (Leo Burnett Beirut)
Media Director: Joyce Hallak (Vivaki)
Media Manager: Sami Bekdache (Vivaki)
Senior Executive Public Relations: Hala Akiki (Leo Burnett Beirut)
Media placement: Ambient Outdoor - Zaitunay Bay-Beirut - December 2011
Media placement: Online Page - Facebook - December 2011
Media placement: Newspapers (Press Release) - Al Balad, Al Mustaqbal, Ad Diyar - December 2011
Media placement: Magazines (Press Release) - Gala, Hasnaa, Snob, Layalina - Jan/Feb 2012
Media placement: Online Magazines (Press Release) - TimeOut, RagMag - December 2011

Insights, Strategy & the Idea
Cafe Super Brasil wanted to build awareness around their coffee brand in the popular areas.
Lebanese coffee is the most popular social experience that follows a certain ritual.
After you finish drinking your coffee, tradition says that the cup should be turned over to let it drain and dry, then you can read your fate in the coffee residue. A good coffee cup fortune teller interprets the forms created by the residue using a special terminology; this can be interpreted differently depending on what the fortune teller sees in the cup.
On another note, the Lebanese people’s fortune was uncertain, by July 13, 2011, Lebanon had been without a government for almost 9 months because of political disputes.

Creative Execution
We created a character, a butler in the government headquarters who has access to all the ministers' coffee cups.
Abu Nazih became the Lebanese people's guide to predicting the future through Café Super Brasil coffee.
The campaign ran on TV and online a few weeks before the government crisis was resolved. Two months later, a new government was formed, but the fate of Lebanon was not clear yet. So we regularly picked up news headlines and decisions made by the new government to create parodies on radio spots, tying them back to cup reading and our coffee.
Following the tremendous buzz, we created an installation at the end-of-year festival in downtown Beirut to engage people directly and entice them to try the coffee. To maintain the overall idea, a fortune teller was present to read people’s cups, and as part of the tradition, imprint their thumb in the coffee as a positive wish for Lebanon's new year.

Results and Effectiveness
The campaign reached more than 2,500,000 people, sales increased by 28.8% in key areas, and the tradition of fortune telling in coffee cups was revived.

Abu Nazih was spoofed by the leading comedy show, referenced by the country's top cartoonist and even mentioned by a parliament deputy to make a point about “the fate of the country".

10,000 visitors had their fortune read and 3,500 thumbprints were collected in less than 4 days including the participation of top celebrities. The act was covered on TV stations and blogs, and a Facebook page followed the progress on location and allowed people to make positive wishes online.