This project was the perfect combination of hardship and pleasure. Definitely one of the heftiest and most challenging I've had in 2017, and incontestably the most exciting on all fronts.

After my teammate and I came up with a twist to this campaign, that would set it apart from the competition, we worked day in and day out (well, who doesn't in advertising right?), along with our ECD, planner and arabic copywriter, to deliver this campaign that comprised 3 films, an outdoor campaign, and an elaborate millennial-centered activation plan that spanned through to 2017 and 2018, including a TEDx event, branded sports tournaments, a series of concerts with international artists, & spoken poetry nights. 

Byblos Bank ran a very successful first campaign for their youth account named The Makers, exclusively for 18-24 in 2015. It banked on the current turmoil in the country. For its second campaign, we needed to take it up a notch. The challenge was to create a film that was not only different from the first, but that had to impress the toughest crowd out there: Millennials.

Our campaign had to be different than all the redundant youth campaigns out there, but mostly, it had to ring true with a knowledgeable yet unimpressed generation ridden with a notorious lack of patience.

Based on collected insights, and heavy introspection, we came up with the two pillars of this campaign: how about featuring atypical older people who said the total opposite of their peers? We went hunting for quirky and eccentric characters, who could inspire the younger generation to let go of the big picture, and instead, focus on making small victories that mean something to them. 

After coming up with the idea for this campaign together, I closely assisted my teammate Jad to create a series of disruptive visuals for this campaign. These visuals won a Pikasso D'or 2017, and the Pikasso Network Grand Prix.