Barbican

Task:

To evolve the long-running, successful communications platform to ensure it remains relevant and contemporary given the rapid changes in GCC youth societies.

Idea:

Against a backdrop of intense peer pressure, intensified by social media, to live up to certain expectations and unrealistic, unachievably-successful persona, a voice telling our guys it’s OK to be who they are, rather than telling them who they should be is a welcome relief.  Barbican is a celebration of comradeship and mirrors the things that inspire, motivate and glorify everyday normal moments.  “Barbican. This is us.”

Results:

The campaign has only recently launched.  However, digital results to date have been phenomenal and smashed all set targets.  Some highlights:

Across digital: 74 Mill Impressions, +15.8 Mill Views, +975K engagements.

TVC videos: +14.9 Mill Views, +575K engagements (excluding views).

Digital videos: +4.1Mil Reach, +33K engagements (excluding views).