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.