Even ‘BUZZ’ is inspired*: the creative replies
By Admin I: After questioning the ‘BUZZ’ campaign’s originality and the whole extravaganza it created on social media platforms and Lebanese blogs, the freelance creative behind the campaign had to reply in order to clarify this big issue. We honestly find her reply very grounded and logical, even though we don’t totally buy it; stuff do happen, but whenever one has a background in advertising and in agency work, being familiar to award winning international campaigns becomes a must. Reseach, research, research. This whole dilemma could’ve been avoided by a simple online research, but in the end as Nathalie brilliantly stated it, the Buzz campaign’s success is not linked to the format, nor to the scenario, instead it was due to the relevance of the lebanese insights that made the whole campaign.
We’ll be Mary Poppins for a day, and won’t fight that argument, just because we greatly encourage some more freelance creativity to take place in the age of corporate capitalism.
The full text reply:
My name is Nathalie Masri and I am the freelance creative behind the Buzz campaigns. Although, the work is a result of a group effort of highly skilled people, the concept responsibility lies with me and this is why I am contacting you directly in the hopes that you’ll share my message:
Today, the Mello Yello ad was brought to my attention. I was as shocked as all of you to see it, especially as it was the first time I come across it. It also seriously disturbed me as I value creativity and originality above all else. I unfortunately cannot think of a way of proving it was not copied and that it is a matter of creative coincidence.
That being said, I do believe the Buzz campaign’s success is not linked to the classic “wrong, wrong, right” format, nor to one classic “international” scenario between a couple at a pub, but because of the relevance of the lebanese insights that made the whole campaign.