2012 Winners & Shortlists

Brief Explanation

Beirut Duty Free wanted to counter the fact that leaving Lebanon is often very emotional and doesn’t create the perfect mood for people to purchase at the Duty Free. Our solution was to create one more great memory of Lebanon for travelers to enjoy before they leave, extending the spirit of the country into the Duty Free, giving people one last happy experience to take back. The live event took place in the Duty Free using a traditional Lebanese dance (Dabké), and was filmed to create a viral film. To compliment the Dabke, we needed to find something that equaled the dance in its vibrancy and fun, while still keeping it completely Lebanese. We chose a famous type of song called the Houwarra, which goes hand in hand with the Dabke. The Houwarra we chose, performed by a much-loved Houwarra singer, speaks of the greatness of Lebanon and encourages people to visit. To give the whole thing a modern twist, the Houwarra was remixed by one of Lebanon’s hottest DJ’s “Jade” who added a funky and contemporary feel, without losing its very traditional roots.