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GRACE MESSARRA
SENIOR COPYWRITER

ABSOLUT x TRANSFORM TODAY
CAMPAIGN CASE STUDY VIDEO

ASSETS CREATED

#MA3LEILA is both an abbreviation of the band name "Mashrou3 Leila" (with the number 3 representing an Arabic letter, and a transliteration of the phrase "with Leila.")

We acted as our own production team, working with an external photographer in a warehouse to capture our campaign announcement stills.

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THE END PRODUCT

After we crowdsourced the song lyrics and storyline, Absolut and Publicis funded and produced the recording and music video, and threw a #MA3LEILA launch party to celebrate it live featuring the band—and only serving Absolut products, of course.

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