Bridge of Minds speaks of the expanded role of creativity in PR today
Posted on July 14, 2019

Nowadays creativity has taken a whole new approach, one that starts by humanizing the brand and putting some real faces into it inspired from the consumer’s surroundings, and sharing societal problems. At Bridge of Minds, the Beirut-based Marketing & Communication agency that was founded in 2016, the team has introduced a tailored digital PR approach, which was applied to different brands since their first PR project--the Kempinski Hotel opening in Beirut.

“Our PR approach is based on knowing the brand story, says Marina Araigy, managing director of Bridge of Minds. “It is about who you are, why you exist, and how you can form meaningful relationships with your audience, be one of them, take part in their daily lives, sharing their worries, ambitions, love etc.” It is this formula that will help shape your brand story in everything you do, in every PR activity you execute.

“Every piece of PR activation or communication we create is another tiny piece of that story, an extension of it that keeps evolving. Our job as creative minds is to make sure it’s progressing in the right direction and targeting the right people while giving the brand its emotional aspect and the human side of it.

With this in mind, the team is thrilled to highlight some of the campaigns they worked on lately and that emphasise Bridge of Minds’ approach and philosophy: all three examples have the elements of authenticity in common, as “letting consumers see the people behind the business is a powerful way to humanize your brand,” notes Araigy.

 

CASTANIA NUTS – The Fastouk/é Challenge!

As a ‘fastouk’ (baby in Lebanese vernacular), we all had special moments captured with our mothers. This Mother’s Day, Castania, the Lebanese nuts brand, challenged celebrities and digital influencers to take a pace down memory lane and share their childhood pictures with their mothers on social media while forming a trend around the #castaniafastoukchallenge. #بحبك من أنا وفستوك

Needless to say that he outcome was overwhelming.

 

HONOR 10 LITE – Changing the selfie game!

Honor 10 Lite changed the smartphone selfie game in Lebanon and the Middle East with the new 24 MP Super Selfie! The online activation was based on an Instagram competition spearheaded by Honor’s Brand ambassadors in Lebanon (Mlle Paola, Farix Tube, Vanessa Ghossoub, Mario Chiha, Maya Acra) with the phone awarded to winners.

 

CAUDALIE – MOTHERS' DAY Activation

Caudalie French skincare company celebrated Mother’s Day and the beginning of the Spring season in Lebanon in a very thoughtful and distinguished fashion! On a sunny springy day, Lebanese women Influencers and public figures joined Caudalie Pilates session with their mothers or daughters while enjoying the sun of Beirut. This activity was followed by an exquisite lunch set in nature making the best moments of the season memorable with Caudalie cult products