2012 Winners & Shortlists

NO RIGHTS NO WOMEN

Short List
BrandNO RIGHTS NO WOMEN
Product/ServicePRESSURE GROUP FIGHTING FOR WOMEN'S RIGHTS
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryViral and Email Marketing
Entrant Company:LEO BURNETT BEIRUT, LEBANON
Advertising/Web Design Agency:LEO BURNETT BEIRUT, LEBANON

Brief Explanation

Lebanese gender discriminatory laws reduce women to “half citizens”. If it takes a man to become a full citizen, so be it! On Facebook Lebanese women became men by adding mustaches to their profile and changing their gender; Supporters debated the laws signed the petition and generated content to create hype for the event. Overnight, we received international exposure appearing in over 57 blogs & websites. 1.2 million USD in free media, generated. (Stat - IPSOS) The Honor Crimes Law was abolished. The Domestic Violence law is now in final study by parliament.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Roula Asmar Leo Burnett Beirut Senior Art Director
Lea Salibi Leo Burnett Beirut Senior Art Director
Natasha Maasri Leo Burnett Beirut Senior Art Director
Rana Khoury Leo Burnett Beirut Senior Copywriter
Diala Haidar Leo Burnett Beirut Senior Copywriter
Nada Abi Saleh Leo Burnett Beirut Deputy Managing Director