2012 Winners & Shortlists

Execution

Our client, the Brand Protection Group (BPG) asked us to create an anti-counterfeit awareness campaign. As part of a full-fledged integrated campaign, we wanted to use International Counterfeit Day to get people to recognize the problem by exaggerating it. Beirut’s biggest shopping malls witnessed dozens of young people in branded t-shirts, released amongst shoppers to imitate their every gesture. Children, parents, security guards, and even mannequins got a cut of the action. Our engaging message was clear: If you won’t accept someone faking you, say no to everything that’s fake. Report all counterfeit products to the BPG call center.

English Translation of Main Headlines

Our client, the Brand Protection Group (BPG) asked us to create an anti-counterfeit awareness campaign. As part of a full-fledged integrated campaign, we wanted to use International Counterfeit Day to get people to recognize the problem by exaggerating it. Beirut’s biggest shopping malls witnessed dozens of young people in branded t-shirts, released amongst shoppers to imitate their every gesture. Children, parents, security guards, and even mannequins got a cut of the action. Our engaging message was clear: If you won’t accept someone faking you, say no to everything that’s fake. Report all counterfeit products to the BPG call center.