Leo Burnett Beirut is rolling out an integrated campaign for Lebanese wine company Château Ksara.
The campaign, which includes four TVCs, print, outdoor and digital elements, is called ‘The Original Story’ and focuses on the discovery of Roman era wine caves in 1898. The discovery changed Ksara’s history and consequently Lebanon’s winemaking future, with the TVCs reliving the story as it happened according to a Jesuit priest, a hunter and an orphan.
The online aspect gives consumers the opportunity to upload their version of how the caves were discovered.
Malek Ghorayeb, regional executive creative director at Leo Burnett, said: “The interesting thing about this 360 campaign is the engagement and participation it will create around the storytelling of Ksara. It has been a while since we have heard, in the region, a brand asking its people to participate in the evolution of its own story. Its crowd sourcing with a purpose, taking the brand to another level, making the people feel they are part of the brand by owning the story.”
The TVCs were directed by Chadi Younes through production company Clandestino. The creative directors were Areej Mahmoud and Caroline Farra, with copywriters Samer Zouehid and Grace Kassab working alongside art directors Christina Salibi and Bernard Hage.