To launch its Arabic television offering, American satellite service provider Dish Network teamed up with Leo Burnett Beirut to produce a campaign specifically targeting Arab Americans.
The aim of the campaign is to build a strong emotional connection with the brand and to combat the expansion of pirated Arabic content by illegal providers. The idea behind the campaign is to unite the first and second generation Arab Americans. Leo Burnett Beirut collaborated with Nasser Shorbaji (Chyno from the Rap group Fareeq El Atrash) to create a song that parodies a conversation between the two generations. Wissam Smayra was the director. The video already has 3.4 million views.
Project I Say Arabi
Client Dish Network
Agency Leo Burnett Beirut
Executive creative director Areej Mahmoud
Head of communications Peter Mouraccade
Creative director Rana Najjar
Associate planning director Youmna El-Asmar
Communication manager Samer Makarem
Senior art director Mark Maftoum
Copywriter Andrew Assi
Digital planner Philippe Araman
Lyrics, composition, performance and recording Nasser Shorbaji
Video production Black Rhino
Executive producer Michel Harb
Director Wissam Smayra
