Damas is rolling out a regional campaign for its Farfasha brand, with Lebanese singer Nancy Ajram re-signed as brand ambassador. The work is the first created by FP7 since it won the account earlier this year and is a complete relaunch of the brand. In the 60-second TV commercial was shot over three nights in several areas of Beirut, including Gemmayzeh and Hamra. A Damas store in Verdun is part of the background and the TVC is being shown on major channels across the Middle East, as well as in key cinemas in the UAE. The full 60-second TVC is complemented by a 30-seconder and four different 15-seconders. The TVCs are complemented by print, outdoor and below-the-line activity. Ajram originally signed up as a brand ambassador for Damas in 2005.
Project Farfasha relaunch
Client Damas Jewellery
Creative agency FP7
ECD Fadi Yaish
Copywriters Vilsen Gonsalves, Hitham Kherallah, Muhammed Yousef
Art direction Prasad Pradhan, ATL (Sr. A.D), Ryan Atkinson / Lara Hamman, brand Identity and BTL (head of design/art director)
Planner Nohad Mouawad
Director Marc Hadife
Producer Joyce Hadife
DOP Pedro Del Rey
Production company City Films
Photographer Roger Moukarzel
Producer (still photography) Clarisse Mar
Exposure TV, print, outdoor, BTL
you can almost never go wrong with nancy .. she is the perfect ambassador .. women relate to her and find her non-threatening and men totally see her as cute .. she is indeed adorable, loveable, and agreeable
half the work is already done here because of her but having said that – congratulations on picking the song, pitching the girls night out to a female public and placing the right amount of importance on a solid network of girlfriends for support in the good times and bad .. it doesn’t hurt the beirut when allowed to be beirut is a city of wonders and offers promise to all ..
Nancy can’t go wrong but FP7 does and as usual and loses Damas couple of months after announcing the win
Congrats JWT on this win
TWT
i can’t understand how fp7 lost the account so quickly?