The Immaculate Concept by Chadi Boudar. Featuring branding work, ads, experiential marketing concepts and career milestones.

1. The Immaculate Concept
by Chadi Boudar
Copywriter, branding specialist, lecturer
and vegan foodie!
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of my work!
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2. My Specialties
Work Sample
Connect With Me
Career Milestones
The Menu

3. Experiential Marketing
The physical lead and digital follow.
Copywriting
Concept. Content. Copy. The holy trinity.
My Specialties
Lecturing
Involve. Resolve. Evolve.
Creative Direction
Creating the immaculate concept.
Commercial Branding
The look. The feel. The brand ID.
F&B Branding
The making of food porn.

4. Career Milestones
High School Diploma
International School of
Choueifat, Abu Dhabi.
York University/Sheridan
College joint program,
Toronto.
Partial Scholarship
Bachelor of Design
Segment producer/
co-host, CKUT Radio,
Montreal.
Media Internship
Filmmaker, Said El-
Marouk/ Rotana, Beirut.
2nd Assistant Director
Alter Ego Productions,
Cairo.
Creative Director
Cairo Ad School, Cairo.
Courses include: Creative
Copywriting, Digital &
Interactive Concepting.
Lecturer
Al-Arabia Press & Media,
Abu Dhabi.
Advertising Designer
Sada Al-Arab Media,
Dubai Media City,
Beirut, Cairo.
Creative Director
Memor boutique
agency, Cairo.
Cofounder/
Creative Director
Honor Roll, Lebanese
American University,
Beirut.
Advertising Associate’s
Degree Freshman
Concordia University,
Montreal.
Bachelor of Arts
2003
2004
2008
2008-09
2009
2009-11
2016-Present
2003-04
2008
2009-10
2009-15

5. Creative Direction
Copywriting
Experiential marketing
Integrated/360 campaigns
Conceptual advertising

6. About Project
For the ‘definitive guide to
living in the (Egyptian) capital’,
we ‘Egyptianized’ iconic travel
destinations to show that Cairo’s
got it all.
Client
Cairo 360.
‘Forget Paris’ parodies famed Parisian Lafayette ad
Cabs offer club-goers free rides. Below: Forget New YorkForget Paris.
Cairo’s Got It All

7. About Project
Four Seasons Hotel throws a New Year’s Eve party. To promote the
Casino-themed event, the date appears on the roulette hat.
Client
First Mall at the Four Season Hotel.
Casino
31-12-2011 appears on the roulette hat

8. Misty Wild
Adrift
About Project
Introducing
Maksters as the
Prince Albert
Slippers worth giving
anything up for.
Client
Maksters England.
The Coveted

9. #CupcakeItForward (Concept)
Challenge
Promote a bakery’s cupcakes in the real world by using social media.
Strategy
Install vending machines in major malls and beach resorts to dispense
cupcakes by means of pay-it-forward tweets, Facebook and Instagram
uploads.
Execution
A passerby takes a selfie against the vending machine and uploads it
with the hashtag #CupcakeItForward, tagging a friend. The tagged friend
instantly receives a QR code on their account, which they could scan at any
vending machine to receive a free cupcake. They, in turn, pay it toward by
posting a selfie and tagging a friend. And the wheel keeps turning.
Expected Results
By paying it forward via social media, the cupcakes are marketed by users in
a dominos effect. When in a crowd, sole passersby get to socialize with one
another by tagging each other to receive a QR code and get a free cupcake
on the spot. After the campaign promotional period comes to a close, the
vending machines remain to sell cupcakes in malls and shopping venues.
A Passersby takes a selfie against the cupcake vending machine hashtagging #CupcakeItForward and tagging a friend
Tagged friend received QR code, scans it to get a free cupcake In turn, friend takes a selfie and tags another friend

10. About Project
To get customers to shop for
Valentine’s and Mother’s Day
gifts, the sum of two playing
cards they pick from the decks
inside the stores determines
their discounts.
Client
C&CO Shades and Optics.
Ace of Diamonds; Queen of Hearts
Deck The Malls
Left and below: In-store activation

11. Growers
Black Wedding
About Project
Fitness center raises awareness
about the adverse outcomes of
using steroids.
Client
Metro Fitness.
Dysfunctional Men

12. Facebook fans asked if their husbands ever cook for them Unsuspecting husbands led to prepare party cheese snacks
Wives about to surprise their husbands at the table The couples join the President viewing party
#MadamPresident (Concept)
Challenge
Create an unconventional ad that demonstrates the versatility of President
cheese and ease of preparing delicious snacks.
Strategy
Challenge gender roles and sex-specific interests by getting unsuspecting
husbands to prepare food for their wives and attend a major soccer-game
viewing party with them.
Execution
President cheese asks Facebook fans if their husbands would be caught
dead cooking for them. Five women who respond with a resounding no are
privately asked for their husbands’ contacts to get them to unknowingly
participate in a viral stunt.
The men are told they were randomly selected to attend a Euro Beach
Soccer League finale party at a beach resort.
At the resort, a voice instructs them to prepare game snacks from
President cheese recipes preloaded on tablets in the kitchen. When they
carry the snacks out to the party, they are surprised to find their wives
waiting to be served before they all watch the game together.
Expected Results
The spot would be seeded on social media with the hashtag
#MadamPresident. That would spark a much broader debate on gender
roles in a marriage and challenge sex-specific interests, while suggesting
easy and fun ways to serve President cheese.

13. Flight paths demonstrate votes cast for each pair
Challenge
Maksters England is a startup
that wants to position its Prince
Albert Slippers among the
trendy, upscale fashion brands
without creating traditional print
ads.
Strategy
Crowdsource worldwide publicity
for Maksters’ new line by calling
on Instagram followers to vote
for the pair they would like to
see Superman, Henry Cavill,
wear on the red carpet.
Maksters collection on Instagram
#MakOfSteel (Concept)
Execution
Maksters’ Instagram followers
get to vote for the pair they want
to see Cavill wearing at an LA
premiere, which is approximately
5460 miles away from Maksters’
England base.
Each vote would set the pair one
mile closer to Los Angeles.
Expected Results
The first pair of Maksters to
receive 5,460 votes would be
sent to Cavill with that many
signatures demanding that he
wear it to the widely-publicized
red carpet event.
Likes count as votes. Right: Man of Steel, Henry Cavill
That would set Maksters on all
entertainment and fashion news
media as a brand coveted by
A-listers.

14. Results appear in real-time on screens around the store Most voted for looks get images printed, mounted in stores
Smart mirrors snap selfies of customers trying on clothes. Images are uploaded on the brand’s SM pages for vote casting
#MirrorMirrorInTheStore (Concept)
Challenge
Generate a buzz around a fashion retailer’s new collection on social media
without printing catalogues.
Strategy
Let store visitors be the models of the new collection by crowdsourcing
social media votes on what items they look best in and ought to buy.
Instead of asking a friend’s opinion before deciding what clothing items to
buy, we would allow the brand’s social media followers to help customers
decide by casting votes on how they look in the items they try on.
Execution
Still cameras are installed on mirrors outside the dressing rooms.
Visitors would press a timer button to let the smart mirror snap a pic and
automatically hashtag and seed it on the brand’s global Instagram, Twitter
and Facebook accounts. Social media followers would vote ‘worth buying’
or ‘keep trying’ on the items that the now-models wear. Results appear in
real-time on screens inside the dressing room area and around the store.
Customers also get to tag themselves and their friends from their phones,
straight from the brands’ pages.
The pictures that receive the most ’worth buying’ votes within minutes are
instantly printed out and mounted on a large wall inside the store.
Expected Results
In addition to their getting instant feedback on what to buy, customers
become real-life models for the entire collection, which expectedly weaves
a stronger sense of loyalty to the brand.
Ultimately, a buzz is created around the new collection when the modeling
customers tag themselves and friends, who in turn would be driven into
the stores to become real-life models themselves.

15. #SmartphoneDumbUser
Challenge
Change the habit of people who text and use the phone while driving.
Strategy
Create a 360, digitally-led integrated campaign to promote the smart use
of smartphones while driving.
Execution
In the early stages of the campaign, infographics and videos were seeded
on social media, stating facts on using the phone while driving; showing
drivers what they won’t see while they’ve got their eyes on the phone; and
suggesting safe alternatives.
For forthcoming stages, a plan has been outlined for outdoor advertising;
crowdsourcing TVC casts through a road activation linked to social media
and radio; as well as partnering with petrol station convenience stores, a
mobile operator and transportation network company to deliver videos,
giveaways, collateral and in-app banners. In addition, mall visitors would
get to play a VR game that simulates texting while driving on busy roads;
whilst celebrities and social media followers would pledge to texting safely.
Endorsements allow crowdsourcing, giveaways, in-app banners
What you won’t see/ought to know infographics seeded online Videos and infographics online. Tap plus to view presentation
VR game at the mall. Tap play to watch the videos

16. Women with thin or curly hair reveal their insecurities
Snapchat users wear curly hair filters and share their best traits
reasons they straighten or cover
their hair.
Some divulge insecurities about
having untamed or curly hair in a
culture that considers hair to be a
“woman’s crown”. Others relay the
pressures of having silky smooth
hair like celebrities and product
commercials.
Asked if they believe their natural
hair impedes their love or social
lives, they admit that physical
appearance is what others regard
first and foremost, and their hair
makes them feel less attractive.
They are then asked about the
qualities they seek in a partner
Challenge
This product promises strong,
healthy hair while advertising thick,
long, straight locks, which leaves
women with thin or curly hair feeling
inadequate.
Strategy
Ignite a conversation about self-
perception and the value of
physical appearance by furthering
confidence and self-acceptance and
reinforcing that different is beautiful.
Execution
We invite women to reveal the real
#TraitsThatShine (Concept)
or friend. Most recount personal
qualities as opposed to physical
attributes, eventually realising
that while they seek inner beauty,
they expect to attract superficiality
instead. In tandem, sponsored
Snapchat filters allow users to wear
several curly hair styles and share
the qualities they deem significant,
using the hashtag #TraitsThatShine.
Expected Results
The spot would widen the scope
of the brand from cosmetic to
emotional health care. Women
would be inspired to project the
qualities they like to see in others.
#TraitsThatShine
Perseverance is one of my #TraitsThatShine
They are reminded of the qualities that really matter to them

17. Over Mother’s Day dinner, heart surgery-surviving moms are surprised with slideshow of memorable family moments
Hidden cameras capture their reactions Proceeds of heart-shaped candy benefit the heart foundation
#UnbreakableHearts (Concept)
Challenge
Gather alms for non-profit heart foundation, breaking with the tradition of
airing frail patients, sobbing mothers and celebrities.
Strategy
Create a viral video featuring mothers who have successfully undergone
heart surgery.
Execution
Daughters and sons invite their moms to Mother’s Day dinner and surprise
them with slideshows of family occasions on the restaurant screens.
Hidden cameras capture their touching reactions.
In stores, Galaxy releases a special edition heart-shaped candy whose
proceeds benefit the heart foundation.
Expected Results
The video would testify that these moms lived to celebrate another
Mother’s Day due to the heart foundation’s competence. On social
media and the product packaging, Galaxy would prompt followers and
purchasers to use the hashtag #UnbreakableHearts for the occasion.

18. Challenge
Facing strong competition from well-established chains, this mattress retailer
wants to reach 20/30-somethings who are furnishing their homes; want to
upgrade to smart homes; or are in tune with healthy living.
Strategy
Create a campaign to drive in-store traffic and introduce target audiences
on Facebook to the innovative, high-tech and therapeutic mattresses the
retailer carries.
Execution
Rotating ads ask targeted Facebook users to tell us what they do in bed
for a chance to get a discount and freebies. Responders are directed to an
external page where they choose to view the mobile or desktop version
of the app. Flipping the tiles that describe what they do in bed reveals
two ideal mattresses of varying price ranges. Sharing the results with the
embedded description and hashtag #247inBed on their timelines makes
them eligible for the discount and freebies.
To promote their flagship remote-controlled, iOS-synced adjustable
mattress, a video meme of the ‘Oscar Selfie’ was created and seeded
online while the famed selfie was making headlines everywhere.
#247inBed
Interactive app targets 20/30-somethings on Facebook
Sharing tiles on Facebook entitles users to discount and freebies
Tiles flip to reveal suitable mattress. Tap plus to experience app
‘Oscar Selfie’ promo video meme. Tap play to watch

19. Branding
F&B branding
Corporate Branding
Product Branding
Rebranding
Food Styling

20. About Project
Cairo International Airport sports
center.
Client
The Egyptian Civil Aviation
Authority.
Aero Sport Branding

21. About Project
All-male gym rebranding.
Client
Yaqeen Sports and Entertainment.
Balance Gym
Rebranding

22. Flower Power
Rebranding
About Project
Event organizing and floral design
boutique rebranding.
Interactive company profile
PDF populated with interal links;
hyperlink buttons; and interactive
business card page.
Client
Flower Power.

23. About Project
All-female gym brand Identity,
collateral and promotions.
Client
Yaqeen Sports and Entertainment.
Hers Fitness Brand
Identity

24. Khayl W Layl Restaurant Branding
About Project
Lebanese restaurant overlooking a horse arena in the pine forests of Jordan.
Client
Fourth Dimension Middle East.

25. Koftageya Branding
About Project
Kofta fusion restaurant branding.
Client
ASM Group.

26. Majdala
Lebanese
Cuisine
Branding
Lebanon’s legend, Sabah (a.k.a Sabbouha); Temple of Jupiter in Baalbek
About Project
Lebanese restaurant
menu and branding.
Above: Sabah. Below: Living legend, Fairuz; Nejmé (Star) Square Rolex clock
Tarbouche-formed glass; hookah (arguilé)
Dabké (folk dance). Raoché (Pigeon’s Rock)

27. chadiboudar
www.chadiboudar.com
crboudar@gmail.com
Connect With Me
ae.linkedin.com/in/chadiboudar