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Toronto

Canada

Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Beirut

LB Beirut and Mashrou Leila Impact Youth Through Diversion Music Video

Independent band Mashrou Leila is a favorite amongst Lebanese youth. The band teamed up with Leo Burnett Beirut to promote their album Raasuk, which translates to "Diversion". LB Beirut came up with a creative idea to raise awareness of the music and sociopolitical lyrics of the band by producing a provocative music video mimicking Arab pop. The video plays on the juxtaposition of having a politically minded song playing while a belly dancer sensually shakes her hips in the spotlight. The band shines light on how we often don't fully appreciate the political weight of music that chooses to express it. The video became an instant source of controversy, while also creating positive social chatter about the band and its message.