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. To inspire the Lebanese to believe in their dreams, we turned the mantra “Keep Walking” into a cause – Keep Walking Lebanon – through which our Lebanese audience connects with a story of challenging the status quo and following one’s aspirations. This year, Nadine Labaki’s story is especially influential since Nadine is the very first woman ever to represent the Johnnie Walker brand as an aspirational role model, creating a huge impact for the brand. The TVC portrays Nadine’s journey to success as a metaphorical walk through her movie set, speaking to her audience as though they were with her on this journey. We see the progression of her career as a director and film maker who comes from a country said to be “a little dot on the map,” where she shares her thoughts, her obstacles, her determination, and ultimately the moral – that no matter where you come from, you can achieve great success.