2012 Winners & Shortlists

CHEYEF HALAK

BrandLBCI
Product/ServiceCHEYEF HALAK
EntrantIMPACT BBDO Beirut, LEBANON
CategoryCorporate Identity Schemes
Entrant Company:IMPACT BBDO Beirut, LEBANON
Design/Advertising Agency:IMPACT BBDO Beirut, LEBANON

Brief Explanation

Enable 4 million Lebanese citizens to become “policemen”, using their personal “radar”, the mobile phone, to expose the uncivilized traffic conducts through a public platform empowering the Lebanese to react and provoke change. We spoke their language using the 7 which translates to "Hee" in Arabic and incorporated it into the logo. We brought on board the leading TV station in Lebanon, LBCi, a credible public opinion leader to endorse the CSR cause communicating it to the nation. A significant portion of the population looked up to it for reliable news and daring reporting

The Brief

“Cheyef” in Arabic meaning “see” ”, and “Halak”, translates to “Yourself”. The expression “Cheyef 7alak?” was employed in two meanings, “Showing off?” and “Do you see yourself doing what you’re doing?” This 360, CSR campaign's objective is to create awareness and influence behaviors for a social change. It's heartbeat lies online and puts forth the uncivilized conducts empowering Lebanese citizens - advocator of the cause to report irresponsible behaviors. The branding and design had to have a « Street » look and feel, so It can relate to the average Citizen, and the youth bracket in particular.

How the final design was conceived

The look and feel needed to be grungy and urban to create an emotional appeal. Simple, yet aggressive in the selection of the typography, as if it was a graffiti, or spray painted on walls. The intelligent aspect of the design comes in using the Arabic letter “Hee” translated in Latin social media text language. What looks like the number “7” in the word 7ALAK, is the actual sounding letter for “HEE” in Arabic. Once the icon was developed, all the social media and collateral materials were developed in the same spirit and style as the logo.

Indication of how successful the outcome was in the market

The campaign became talk of the town: on the news, talk shows, articles, press clippings, and interviews, blogs (Ref. in edit). YouTube TVCs reached huge online views more than 18,000 channel views and growing number of comments and likes. More than 33,000 active Facebook users, more than 24,000 likes, more than 1,500 wall posts or comments/weeks, more than 5,000 visits/week (ref. http://www.facebook.com). The ministry of interior H.E. Marwan Charbel declared 2 new laws http://www.moim.gov.lb/UI/news/news495.html CBS, business School of Columbia University New York City, contacted the agency to make the Cheyef 7alak case study, part of their teaching curriculum .

Credits

Name Company Role
Walid Kanaan Impact BBDO Regional Executive Creative Director
Omar Sadek Impact BBDO Head Of Content
Davar Azarbeygui Impact BBDO Head Of Design
Christiane Saab Impact BBDO Group Head - Design
Nayla Kheireddine Impact BBDO Account Executive
Nay Abou Chahla Impact BBDO Art Director