2012 Winners & Shortlists

The Brief

In Lebanon, there is virtually no social mobility. People from different classes of Lebanese society have become increasingly isolated and their worlds scarcely cross paths. In a country of only 4 million where a middle class is virtually absent, there is no interaction between the fortunate and less fortunate. The objective here was design a collective solution targeting the children of Lebanon, addressing the problem of segregation between classes of Lebanese society. A body-percussions event that took place in Downtown Beirut involving 130 children (aged 8-15) from 19 different public and private schools in Beirut.

Describe how the promotion developed from concept to implementation

A 5-day workshop was given by StepAfrika dancers, who flew to Lebanon specifically for the event. After the workshop, the children performed live on stage in the heart of Downtown Beirut. Online, Facebook, Youtube and Twitter created a buzz around the event. Offline, a stepping game was designed for the sidewalks of a space frequented by virtually every Beiruti resident: the seaside Corniche. Passersby of all ages noticed the engaging designs from afar, leading them to the footstep game, which in turn, informed them about the date and time of the Repercussions performance.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 1000 people attended the final event, surpassing all initial estimates. Participating children spoke of making new friends and sustaining their friendships over the summer. Repercussions succeeded in creating a platform where children from different areas of Lebanese society could meet, each becoming familiar with the other’s world. Repercussions attained powerful media coverage, both locally and regionally. The event was covered and discussed on 2 TV stations, 9 newspapers and 6 magazines locally and regionally.

Explain why the method of promotion was most relevant to the product or service

The event was branded using the 3 spoken languages across the country: Arabic, English & French. A tri-lingual approach along with bright, energetic colors and bold typography rendered a strong brand identity and ensured that the message reached the different segments of Lebanese society.