The Task

CableVision is a premium subscription television distribution network in Lebanon. We were tasked with the challenge of launching a Ramadan campaign that pushes new subscribers to redeem the Ramadan special offer.
Our creative team took the concept of ‘Fawazeer’ to a whole new level. The big idea was to take the typical Lebanese family, where each member represents a specific genre in a funny, slightly uncharacteristic manner: dad was all about the news, mom was all drama, grandma loves action, the cute daughter’s got comedy running through her veins, and the son is the typical, sports-crazed teenager. Just like that, the family we brought to life represented CableVision, uniting all these genres together.
The campaign’s social media content was not only interesting, but also appealing, with the intention of getting lots of engagement. We opted for a teaser / revealer format; the teasers were games and quizzes for which the audience had to guess the genre of each family member, or for example, take and send a screenshot of the dad with the moving remote control in his hand for chance to win the free subscription prize. The revealers let the audience discover each personality through witty, funny and relevant voiceovers complemented by GIFs and videos.
We ended the campaign with a trailer-style post summarizing all the family, and representing the world of entertainment under CableVision, as intended.