Campaign details

Brand: Mashrou' Leila
Brand owner: Mashrou' Leila
Lead agency: FP7 McCann Beirut
Contributing agencies: Clandestino Films, Caviar Media
Country: Global
Industries: Music & theatre
Media channels: Online video
Budget: 500k - 1 million

Executive summary

Mashrou' Leila is an independent Lebanese band who compose songs against issues and inequalities affecting the Arab world. Their music deserves more attention worldwide and, with their new album launch, we needed to gain more exposure internationally.

So, when the band tasked us with promoting their new album, we tapped into a major issue facing the Arab world: prejudice against Arab and Muslim women based on their religious attire.

Instead of a traditional campaign, we identified an unreleased song about 'betrayal', reframing its lyrics to address global socio-political trends against Arabs and Arab feminism. And with an Arab woman director, we created a music video that challenged the global political and media narrative around Arab and Muslim women.