2012 Winners & Shortlists

Results and Effectiveness

10,000 visitors of our installation had their fortune read and 3500 thumbprints were collected in less than 4 days including the participation of top celebrities. The act was covered on TV stations and blogs, and a Facebook page followed the progress on location and linked the brand fans to the event allowing them to make a positive wish online.

Creative Execution

With the continuous unknown fate of the country, we wanted to build an interactive installation that puts the fate of the country in people’s hands. On New Year’s, people tend to make personal wishes for the coming year. The CSB activation purpose was to invite the Lebanese society to make one united wish: a bright destiny for their country, this year. To push the cause further, inspirational figures and celebrities from the Lebanese society also participated in sharing a positive wish on the stand. So we created an installation at the end-of-year festival in Downtown Beirut to engage people directly and entice them to try the coffee. A fortune teller was present to read their cup, and as part of the tradition, imprint their thumb in the coffee as a positive wish for Lebanon's new year.

Insights, Strategy and the Idea

Lebanese coffee is the most popular social experience that follows a certain ritual: reading fortunes from the coffee residue, using a special terminology that can be interpreted differently depending on what the reader sees in the cup. Cafe Super Brasil wanted to raise awareness around their coffee brand in popular areas in Beirut. In a country ruled by a transitional government, and after 9 months of a major political crisis, we wanted to empower the people and unite them under one positive wish for the fate of our country.