Situation:

Teenage girls growing up in the Middle East lack self-confidence and expression. Expressing who you really are can be a scary experience.

Brief:

Clean & Clear put forward the challenge to increase their brand awareness, build brand love, drive consumer sales and finally get their consumers to truly be themselves, showing their creativity and ultimately be confident in what they do. We needed girls to express their individuality and truly be comfortable in their own skin.

Objective:

Expressing who you really are is the ultimate demonstration of courage, and is especially difficult for teenage girls in the Middle East. Using music as a catalyst to inspire that courage in the heart of every girl, we found a relevant reward that made the risk worth their while.

Announcement:

Using The5’s star power, we announced the partnership and competition online and on ground urging fans and consumers to participate and submit their lyrics.

Writing Camp:

The melody was composed with some of the world’s leading producer in Sweden, then three lucky winners who created the best lyrics where flown to writing camp to work alongside The5 and some of the region’s best producers like Salim Assaf to create the song and Music Video. The Clean & Clear winners even sung backup vocals.

During this time, The whole event was captured on film and turned into a web series.

Launch:

We Launched The5’s music video as a branded piece of content on YouTube and through a record labels distribution network airing on music channels across the region.

On the back of this we launched a 13 part web series documenting the girl’s journey of creating the song with The5.