This sparked the creation of a story around the Mukhtar persona. It linked him to the restaurant and made him Beit Misk’s official mascot. An engaging multi-channel campaign introduced the Mukhtar alongside a secondary character, his side-kick, Abou Riad. The campaign kicked off as an offline and online teasing campaign. The revealer went on to introduce the mukhtar in a fun animated video that went viral. All this had such impact that the tagline for this campaign was later adopted as the main restaurant official tagline: “Libnani 3al ousoul wel jaow cool.” The memorable tagline had a play on words since cool was spelled like “eat” in Arabic. After developing the look of the mukhtar and Abou Riad, we knew we had to further brand them with their own unique voices and accents. After several auditions, we found the ideal voices to reflect both personas and today their voices have become a Beit Misk trademark given the success.