LADA: Thank You Russia

Car brand, Lada, used provocative messaging around its Russian roots to grab the attention of drivers in Lebanon.

Campaign details

Brand: LADA Brand owner: Renault Lead agency: TBWA\RAAD Contributing agency: Clandestino Films Market: Lebanon Sector: SUVs, 4x4s Media channels: Online video, Outdoor, out-of-home, Public relations, Social media Budget: Up to 500k

Executive summary

The Lada, a robust and affordable car originating from Russia, had been back in the Lebanese market since 2016 but had yet to communicate in an above-the-line, integrated campaign. We needed to build relevance and awareness to ensure that the Lada wo

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