2011 Winners & Shortlists

The Brief

2010 was a difficult year for Lebanon. The threat of armed militias taking over the country was imminent, but a force that was dormant for years emerged to maintain security: the Lebanese Army. Gaining the admiration of the people, the Lebanese Army wanted to assure them that no matter the political climate they would truly guard the nation come what may. The Army wanted to go beyond the normal Independence Day celebrations, and provide a special giveaway to the Lebanese population.

Creative Execution

We wanted the military to directly engage the people in an unconventional and very gentle manner. Using military machines we succeeded in sending messages of a positive future to the people and provided them with a cherished giveaway. As the helicopters flew back and forth over the streets of Beirut, the close interaction prompted soldiers to wave to the people below, and as people clapped and waved back, an immediate bond was created.

Describe the creative solution to the brief/objective.

Utilizing a non-traditional media approach, we wanted to reach the Lebanese population with a medium that was available to everyone and would be disruptive. So on Independence Day, Nov. 22, helicopters flew over the city of Beirut, parachuting thousands upon thousands of roses across the busy walkways of Beirut. On these roses was a simple message: Today we celebrate what brings us together. Happy Independence Day.

Results

As hundreds of fingers pointed to the sky, people of all ages chased after the parachutes and started collecting the roses as souvenirs. The following media results were obtained: • PR exposure: Over $250,000 in PR value • Newspaper & Magazine Reach: Over 1,000,000 Readers • TV Reach: 400,000 Viewers …in only 2 days • Online Reach: 200,000 viewers within the first week • Total media budget? $0 As a special thank you for the campaign, we also received a letter of praise from His Excellency, Mr. Michel Suleiman, the president of the republic of Lebanon.