2011 Winners & Shortlists

Results and Effectiveness

We wanted the military to engage people using an unconventional approach, with helicopters dropping parachutes of roses. As roses reached the ground, everyone started collecting them. Our campaign spread through positive WOM. The following 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 received a letter of praise from His Excellency, Michel Suleiman, President of the Lebanese Republic.

Creative Execution

Using military helicopters flying low over Beirut, we wanted to reach the Lebanese population with a stunt that would catch people off-guard and act as a gentle surprise to Independence Day. So on Independence Day, Nov. 22, helicopters flew over the city of Beirut, parachuting thousands upon thousands of roses across. On these roses was a simple message: Today we celebrate what brings us together. Happy Independence Day. A special direct mailer was also sent to 128 members of Parliament informing them of this special military display. All the while, a PR campaign infiltrated the press and online.

Insights, Strategy and the Idea

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 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 spectacular stunt that would target the population in way that was engaging and stimulating.