Mindshare celebrates Gandour win at the Effie Awards

Mindshare Lebanon, part of WPP, is a global media agency network helping clients to make collaborative and adaptive decisions across their paid, owned, and earned marketing in real-time. Mindshare racks up yet another win at the prestigious Effie Awards for their creative Never Grow Up campaign for their client Gandour in Lebanon.
Mindshare was selected for the silver prize for the category of Product and Services — Food and Beverage for a creative campaign revolving around Tarboosh, an iconic chocolate, cookie, and marshmallow treat from Gandour. Mindshare capitalized on the fun and playful nature of the treat to create Never Grow Up, a campaign that communicated Tarboosh’s new pricing through fun content and enjoyable media executions. The goal was to turn customers’ worlds into a charming playground that was reminiscent of a breezy and carefree childhood. A kid’s voice-over and cartoon movie were elements that stood out as a first in the history of the Effie Awards.
“The Never Grow Up campaign truly captured the spirit of the product,” says, Rami Kobtan, Gandour Lebanon marketing manager. “We extend our congratulations for Mindshare’s Effie Award win,” he added. The integrated execution and the collaboration between Gandour and Mindshare, from content to media selection, is what made the campaign a great success. It delivered a consistent brand experience that connected with consumers and left a deeper and more lasting impression.