#MySoundCounts

Background

Due to an almost decade-long silence in terms of communication, the brand suffered from a complete disconnect amongst the Lebanese millennials. A generation skeptical of the models of previous generations, known to resist traditional/outdated one-way advertisement. A generation who desires to be heard above all else. They have high awareness of the world around them, they are expressive, active, and are mobile first. The challenge to connect with this audience that had never really heard about the brand. More importantly the task was to launch a platform whereby the alternative millennials, who suffer from the repression of conservative mainstream thinking, can foster a more inclusive environment for their generation as well as others. The total budget was $ 140K, which is restrictive for a brand re-launch. In order to optimize reach and connectivity the idea was to turn to music as a tool for expression.