Earonic creativity at the 2013 Dubai Lynx by RÉPUBLIQUE Beirut

Once again an inspiring fact in the words of passionate creatives, I couldn’t have stated it better myself “Scam ads -Are unethical. It’s fraud. You’re cheating against me, us, your peers. You are basically padding your resume, not very different to using steroids in baseball, falsifying sources in journalism, or faking a test. It’s wrong, plain and simple. -Damages brands. In the digital age, unapproved communications can fly around the internet causing a PR nightmare. This also sets up a ripe opportunity for libel suits. -Lots of awards mean better jobs. Unfortunately, this is true. There are too many egotisical rockstars who’ve gotten those jobs based on faking it, at the expense of the many talented people who haven’t needed to fake it and who do the real work. Yes, there is a role for outlandish ballsy risktakers. But there should not be a role for unprofessional cheaters. -Creates a false sense of talent and ability for agencies. Creativity is one thing. Being able to make it for a real brand is another. An agency that wins tons of awards but who’s real work is less than stellar really is only fooling themselves. Sadly though, they also end up attracting talent who will be disappointed with the real output. Same with the clients who thing that are getting a great agency. If they’re willing to fake their entires, what about timesheets, billings, etc? What’s the line when it comes to professional ethics? -Ruins the process and creative department’s overall credibility. Award shows should celebrate the best work that gets produced. That’s our job. That’s the hard part. If you can’t make a good scam ad with no brief, then frankly, you must suck. If you’ve ever worked with CD who’s built a career on scam, you’ll see how hard it is for them to create great work with real briefs. Talented as they are, they often fail to do what their job is – sell. Creativity and selling go hand in hand in this thing we call advertising, and that should be rewarded. Scam doesn’t ‘raise the bar’ of creativity. It lowers it. And lowers the credibility of the people, agencies and shows who promote it”.

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Earonic iPhone Case

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Shortlisted at 2013 Dubai Lynx best use of small ambient media!!! They should not even get a certificate for being shortlisted now that their “cover” is blown 🙂


Type of Entry: Direct: Product/Service
Product/Service: NEW COLLECTION
Entrant Company : RÉPUBLIQUE Beirut, LEBANON
Advertising Agency : RÉPUBLIQUE Beirut, LEBANON
Name Company Position
Fadi Mroue République Creative Director
Describe the brief from the client:
Mukhi Sisters is a brand of hip, young jewelry, designed with attitude. Being a relatively new brand with not a lot to spend on communication, Mukhi Sisters wanted to find simple, yet effective communication that would announce the launch of their 2013 collection and represent their brand in a sophisticated and trendy way to both their current clientele and potential clientele.
Creative Execution:
Becoming just as much of an accessory as any other, our phones are always at our ear, with the one disadvantage of hiding our prized jewelry. We decided to give our customers a way to show off both of their treasured accessories by creating a phone cover that would never hide their jewelry. With our new human billboards walking around town we made sure that both their jewelry and the Mukhi Sisters brand were always on show.
Describe the creative solution to the brief/objective.
We needed to come up with a solution that would have high impact on a specific target. We didn’t want to get lost in the crowd online and we didn’t have the budget for traditional media. By using the phone cover as our media our current clientele became human billboards for the brand. Their use of their phones around their community would expose the brand to our exact target audience. With the optical illusion technique of the ear wearing the Mukhi Sisters’ designs we created a simple, yet intelligent way of portraying the brand’s unique sense of humor and personality.
Describe the results in as much detail as possible.
We immediately felt a response after sending the phone covers out to a number of Mukhi Sisters’ best clients. It became a hit on Instagram and other social media outlets, as our recipients and their friends took pictures of themselves with the phone covers. The Mukhi Sisters store was inundated with requests to purchase the phone covers. The increased traffic to the store for the covers lead to a welcomed increase in sales. The overall outcome of the cover further expanded the Mukhi Sisters’ appeal with its target audience, showing the playfulness and humor they wanted to portray.

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