| Brand | BRAND PROTECTION GROUP (BPG) |
| Product/Service | ANTI-COUNTERFEIT AWARENESS CAMPAIGN |
| Entrant | LEO BURNETT BEIRUT, LEBANON |
| Category | Viral and Email Marketing |
| Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
| Advertising/Web Design Agency: | LEO BURNETT BEIRUT, LEBANON |
Brief Explanation
We wanted to use International Counterfeit Day to get people to recognize the problem by exaggerating it.
We set up ambient in-store “fake” products ,launched the TVC, radio spots, and outdoor billboards. We sent out an imitation mob in the biggest mall to impersonate people. The highest nationally circulated newspaper agreed to fake its front-page in which people were asked to spot the difference and report it. The most popular radio and TV show hosts had a fake presenter fill in for them on air. On Facebook, we faked profiles of 250 major influencers who received a Facebook friend request from their personal imposter.
Credits
| Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer/Ecd |
| Nada Abi Saleh |
Leo Burnett Beirut |
Deputy Managing Director |
| Areej Mahmoud |
Leo Burnett Beirut |
Creative Director |
| Tania Saleh |
Leo Burnett Beirut |
Associate Creative Director |
| Patrick Honein |
Leo Burnett Beirut |
Digital Creative Director |
| Sarah Sakr |
Leo Burnett Beirut |
Communication Manager |
| Nayla Baaklini |
Leo Burnett Beirut |
Senior Art Director |
| Dima Kfouri |
Leo Burnett Beirut |
Strategic Planner |
| Michael Chaftari |
Leo Burnett Beirut |
Digital Planner |
| Grace Kassab |
Leo Burnett Beirut |
Arabic Copywriter |
| Misbah Natour |
Leo Burnett Beirut |
Junior Communication Executive |