2012 Winners & Shortlists

Brief Explanation

One of the biggest issues in Lebanese society is the ever-present need for the upcoming generation to emigrate, with our core audience believing that the best way to advance one’s career and make a name for oneself is to leave Lebanon. We wanted to inspire the Lebanese to believe in themselves by riding the wave of success of Nadine’s latest movie, which set new box-office records in the annals of Lebanese cinema. The TVC portrays a projection of Nadine’s latest movie “Where Do We Go Now” on an old iconic building in downtown Beirut. The building still bears the marks of the civil war, and the bullet holes and aging stone harkening to the strife that Lebanon experienced in the past. As Nadine sits among the crowd watching the projection, she glances around to watch the crowd’s expressions and reactions, seeing their tears and also hearing their laughter. She then realizes that if she managed to send such a powerful message across the world with her small production crew, just imagine what an entire country could achieve. This reinforces the message that while individual success is important, it is the collective success of individuals that keeps the country moving forward.