Kill the music!! Not the turkey…

Published December 15th, 2009 - 10:34 GMT

This December, Exotica are launching their highly anticipated Christmas campaign, which this year comes with a little bit of a twist. Exotica are offering their people a new communication channel beyond their staple outdoor creations. The “Different Christmas” campaign, supported by the expected stand alone outdoor, features a new blog (www.mydifferentchristmas.com) started by Lucie, a 70-year-old Christmas activist, who is on a mission to inspire people to celebrate Christmas differently.

The concept of the campaign was to develop a direction that would allow for both offline and online initiatives, establishing a more diversified media presence for Exotica. By doing so, Leo Burnett hopes to create an ongoing interactive communication channel that will enable Exotica’s fans to voice their ideas and opinions about the Christmas season.

“We wanted to take the always popular and highly anticipated key visuals of Exotica further and establish an integrated web presence” explained Mrs. Ghida Younes, Creative Director on the account. “The outdoor is going to be sustained by a very comical web-movie and a blog created by our eccentrically charming Lucie, the leader of this movement, inspiring the many to make it different this Christmas”. Lucie is the perfect persona to utilize, as she is not the regular web user but unlike her peers, she’s willing to venture into the great unknown of cyberspace. So, she decides to take things into her own hands, put an end to people’s passiveness, re-question the status-quo and propose new ideas, with the help of Exotica, whose whole mission is to: make a difference.

The short 2 min web-movie produced by Independent Productions and directed by Alberto Molinari, will be virally communicated via the standard media sharing platforms to funnel traffic towards the blog. Already found on youtube, the video has generated quite a lot of traction and reactions from surfers everywhere. At www.mydifferentchristmas.com, users are able to enjoy innovative Christmas decoration tips, recipes, gift ideas, jokes, games and communicate with other Exotica fans.

This is the first of many digital development initiatives that Leo Burnett hopes to instill as standard practice in the Lebanese market. Bringing an established and greatly loved brand like Exotica into the digital age is an exciting and challenging venture, one that the agency is eager to tackle. However, for this Christmas season, Leo Burnett and Exotica wish to leave you with one message: make this Holiday Season unlike any other, join the movement and make it different this Christmas.

 

 

 

Different Christmas with Exotica

This December, Exotica are launching their highly anticipated Christmas campaign, which this year comes with a little of bit a twist. Exotica are offering their people a new communication channel beyond their staple outdoor creations. The “Different Christmas” campaign, supported by the always anticipated stand alone outdoor, features a new blog and webmovie  (www.mydifferentchristmas.com) staring Lucie, a 70-year-old Christmas activist, who is on a mission to….
“The always popular outdoor visual is sustained by a very comical web-movie and a blog created by our eccentrically charming Lucie, the leader of this movement, fighting to inspire the many to have a different Christmas this year” explained Mrs. Ghida Younes, Creative Director from Leo Burnett. Bringing an established and loved brand like Exotica into the digital age is an exciting and challenging venture, one that the agency is eager to tackle. However, for this Christmas season, Leo Burnett and Exotica wish to leave you with one message: make this Holiday Season unlike any other, join the movement and help Lucie make Christmas different!

- the credits:
- creative director (Bechara Mouzannar / Ghida Younes),
- art director (Manal Nagi / Joumana Ibrahim / Wissam Matar),
- copywriter (Rana Khoury),
- digital planner (Michael Chaftari)
- production company (Independent Production) etc etc)


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