| Brand | Trillion For Lebanon |
| Product/Service | Charity |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safet |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| DM/Advertising Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Credits |
| Planner | Planner |
The Brief
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Describe the creative solution to the brief/objective.
To stand out from typical mailers using overexposed pictures of injured children, a tourist guidebook titled 'Treasures of Lebanon' was mailed. With a stunning image on the cover, the reader expects to see beautiful pictures of Lebanon inside. But instead finds pages made of tissue paper. The message is clear:
After 34 days of relentless bombing, the tears of the victims are all that remain.
This was followed by an appeal for donations and invitation to the charity dinner on January 29, 2007.
Results
300 copies worth $2180 were mailed out and the dinner was a success. The tables alone raised $217,800 and 250 books were sold as mementoes, raising a further $6,800. The ROI was 1020%, boosting the aid efforts tremendously.
Credits
| Bassam Doss |
TBWA\RAAD |
Copywriter |
| Sandeep Fernandes |
TBWA\RAAD |
Copywriter |
| Sakib Afridi |
TBWA\RAAD |
Copywriter |
| Sakib Afridi |
TBWA\RAAD |
Art Director |
| Sandeep Fernandes |
TBWA\RAAD |
Art Director |
| Bassam Doss |
TBWA\RAAD |
Art Director |
| Kishore Ramchandran |
TBWA\RAAD |
Producer |
| Farah Malak Jabbour |
Trillion for Lebanon |
Advertiser’s Supervisor |