#YourSoundCounts
Diageo Lebanon
Issue 48 | September 2018
Agency
Leo Burnett Beirut
Creative Team
Chief Creative Officer: Bechara Mouzanna Regional Executive Creative Director: Malek Ghorayeb Art Director: Noura Assa Senior writer: Andrew Assi
Production Team
Production Company: Black Rhino Studio: Jana Saleh
Other Credits
Managing Director: Nada Abi Saleh PR Managing Director: Jo Chemali Communication Director/Creative Lead: Diego De Aristegui Communication Manager: Raphael Jadaa PR Senior Communication Executive: Diaa Al Jurdi PR Junior Communication Executive: Yara Basbous Senior writer: Andrew Assi Junior Communication Executive: Gaelle Feghali Community Manager: Rawan Badr Jr. Community Manager: Mahmoud Jaber
Date
April 2018
Background
Smirnoff’s purpose as a brand is to help make the world a more inclusive place. Music, as a tool, is a language that can transcend borders and prejudices. It is through that lens that the brand is engaging with a new generation that is already championing diversity as a main cause.
Idea
Smirnoff as a brand has been silent in Lebanon for the last decade. But in the meantime, the Lebanese nightlife has switched from a place where people were on a perennial quest for exclusivity and social hierarchy, to one that believes less and less in social barriers, guest lists, VIP rooms, and the dictatorship of the mainstream. The Lebanese millennial generation is one that is more interested to have their voice heard than just to be seen. Although we may find inclusivity and equality on some dancefloors, we always find ourselves listening to the sound of the International world remixed rather than our own. So, in 2018, Smirnoff decided to break the silence by creating the first dance track made strictly through the sounds of the people at night, a track by the people for the people. Through a platform called #MySoundCounts, Smirnoff collaborated with local artist Blu Feifer and producer Jana Saleh to record the sounds of the Lebanese people over three weekend nights. The first recording took place in the streets and bars of Mar Mikhail, a vibrant area of Beirut where most of the youth spend their nights. The second recording took place in The Garten, one of the biggest electronic dance clubs of the country. The third recording night took place in a house party. The outcome is a track which strictly contains the sounds of these 3 recording nights, without any synthetic or pre-fabricated sounds. The final track has been launched online, and will be officially launched on a big event night during the month of July.
Results
300+ sounds recorded 2.2 millions views 100.000 streams in 1 week