| Brand | ACRES HOLDING |
| Product/Service | LE MALL FASHION BRAND |
| Entrant | JWT Beirut, LEBANON |
| Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness |
| Entrant Company: | JWT Beirut, LEBANON |
| DM/Advertising Agency: | JWT Beirut, LEBANON |
Credits |
The Brief
Brief: Celebrate the holy month of Ramadan
Insight:
Lebanon is a country that suffers severely from sectarianism; Le Mall happens to be located in a Christian dominant area and to hold any religious celebration might be sending the wrong messages let alone categorizing the brand
Creative Execution
To further enhance the unity of all sects we opted to use familiar homeless people at major crossroads on the streets of Beirut. The Flower boy, the window cleaning girl, the old man that sold gum became the face of our campaign.
Describe the creative solution to the brief/objective.
Replace, the widely used rather passive statement, “ Ramadan Kareem” ( may this be a generous Ramadan ) wit ha true initiative celebrating the essence of Ramadan. ( without alienating people).
We launched Clothes Exchange Program. Before you buy the new clothes donate your old ones.
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Results
The opinions polarized, some criticized that campaign for using the homeless and others hailed it. Within two weeks, over one ton of used clothes were collected on in Le Mall. ( Which in turn, were to give to five different esteemed charities in Lebanon who distributed the to the poor.)
Credits