Dewar's
Lebanon
Middle East
2017 - 2019
We paired the unstoppable comedic might of Lebanon’s comedy commander in chief ‘ Ghayd aka ‘El 3ama’, with the immovable resolve of Dewar’s, to bring to life a jewel of Lebanon’s alternate comedy resurgence, the ‘El 3ama Malla Show’. A digital talk show of the rebels by a rebel for the rebels. The ‘El 3ama Malla Show’ served as the catalyst that propelled both Ghayd & Dewar’s into Lebanon’s digital and cultural stratosphere.
That’s almost half a million conversations over 2 seasons!
Lebanon’s population stands 7.6 Million
We went all out over 2 years.
In 2017, Dewar’s Lebanon tasked us with creating digital content that brought alive their philosophy of #LiveTrue – highlighting stories of passion and success. For this task, we looked at the local comedy scene long and hard and identified local funny man Ghayd Chammas, aka ‘El 3ama’ to lead the charge `.
With Lebanon’s most influential satirist in our crosshairs, we went about developing the El 3ama Malla show, where we combined Dewar’s ask for creating a fun yet inspiring platform with Ghayd’s love for comedy & storytelling, to create the country’s first-ever digital comedy talk show – El 3ama Malla Show (translates to Dang What A Show!). Ghayd combines his sharp wit with a take no prisoners style of interviewing to expand the frontiers of the Lebanon’s digital comedy scene.
The show went live in Oct 2017 and by the end, the campaign traveled positively to reach 13 million people (twice of Lebanon’s population). We parallelly grew Ghayd as a creator whilst strategically shifting the brand’s perception from an ‘old man’s drink’ to ‘trendsetters’ in Lebanon. This show exemplifies our philosophy of giving the artist creative freedom while efficiently advertising the brand message within the narrative of the show.
The show evolved into a space where humor meets great music, famous guests and topics close to Lebanese hearts. What started as a parody talk show has now evolved to a stage where the most inspirational artists from different industries came together to share with us how they lived true to their passions while having fun!
The incredibly positive feedback from fans and the welcoming of such a fresh format in 2017 brought us to El 3ama Malla Show Season 2 in 2018. We scaled the format to a live taping ticketed show in front of a live audience which helped create a tangible and experiential space for Dewar’s to engage with their target audience. A first of it’s kind in Lebanon!
Over the 2 years the show has garnered critical appraise and shot Ghayd into digital superstardom. Today Ghayad sits on top of the pile and the El 3ama Malla show rests as a crowning achievement for both Dewar’s and Ghyd himself.
Previously