Dewar's
Morocco
Middle East
2018-2019
Political satirist Said Ledias helped seed Dewar’s ‘Double Is Better’ messaging in Morocco through his content series Oburo (French for ‘In the Office’). The series is seen from the perspective of a Moroccan journalist working on news stories from his office. Top news from the French-speaking areas of north Africa was coupled with Said’s trademark wit to create an infotainment series aimed at making news fun for the millennial audience.
That's a lot of interest for political satire
With a short turn around period, each episode dealt with the news that was relevant locally
of sharp political commentary
In 2017, Dewar’s tasked us with premiumifying Dewar’s brand perception in Morocco, while also using content to drive home the ‘Double is Better’ messaging.
Ex-journalist and satirist Said Ledias AKA ‘Lmouhim’ was our weapon of choice for this battle. Said ran one of Morocco’s best political satire channels, making him the best choice for this concept. He’s renowned for his weekly news round-up show, Lmouhim De Info, a millennial-focused news show where he paired comedy with current affairs.
‘Oboro’ took this concept a step further in the form of a metaseries delivering the news through the perspective of a journalist, who has to deal with the corporate bureaucracy in his office in order to deliver the news to his audience.
Said’s personality & the critical thought-provoking nature of his content, helped differentiate Dewar’s as a premium spirit brand. The series encapsulated the recent hot topics in the region into a short entertaining episodes, making the news digestible for his audience. Riding on the wave of topicality ensured that the content was relevant to the target audience and this helped Dewar’s connect with its target audience.
The episodes also had an interview segment, allowing Said to have additional avenues to contextually highlight Dewar’s ‘Double is Better’ messaging and drive relevance & desire for the brand through content.
Master Chef Morocco winner Chef Simo Sajid, renowned journalist Ouadih Dada, artist Zainab Fasiki, actor Sonia Okacha were among the many names to grace this series.
Watch this series to get a taste of Moroccan pop-culture through the lens of locally relevant news.
Previously