| Brand | HSBC |
| Product/Service | BANK |
| Entrant | JWT Beirut, LEBANON |
| Category | Best Use of Magazines/Newspapers |
| Entrant Company: | JWT Beirut, LEBANON |
| Advertising Agency: | JWT Beirut, LEBANON |
Credits |
Results and Effectiveness
Thousands of participants signed up for the race but not all made it to the finish line.
Creative Execution
Newspapers are still the number one source of news in Lebanon. As part of promoting the race, we opted to recreate the front cover of one the leading newspapers in Lebanon dated the same day but in 2051.
The headlines prophesy the destruction of the city be earthquakes and the dramatic increase in temperatures.The articles explain in details the cause of these earhquakes and the rise of sea water level and the impact of global warning on Lebanon.
Insights, Strategy and the Idea
Build hypeand interest in the marathon and attract the highest number of participants.
Credits