CLIENT
General Motors
Sara El-Esnawy, Brand Advertising Manager - Chevrolet
Laure Jabbour, Product Manager
AGENCY
Andrej Arsenijevic, Executive Creative Director
Stuart Randall, Senior Account Director
Ali Marashi, Regional Planning Director
Abdul Kader Asfari, Sr. Arabic Copywriter
Paul Bond, Sr. English Copywriter
Mihailo Rsumovic, Creative Technologist
Mayar Essawy, Art Director
John Hassan, Head of Production
Grant Theron, Global CEO
Matt Canzano, CCO/Global Markets
Diana Ceausu, EVP, Global Head of Strategy and Innovation
Salam Beirakdar, Head of Social
Jesse Armstrong, Business Director
Sami Kabbarah, Senior Social Media Manager
Vinod Kumar , Digital Developer
MRM McCann
Julian Storeton-West, Business Director
Weber Shandwick (UAE)
Millie Roberts, Associate Director
SMC
Shamim Kassibawi, Talent Manager
SUMMARY
Music is often seen as a shortcut to engaging buyers. But for Groove, Chevrolet’s new music-inspired crossover, we wanted to go further. We created an entirely new genre of music: “ME-Pop”, giving Arab youth something culturally relevant, and f
