2013 Winners & Shortlists

ACT-INTEGRATED

BrandACT FOR THE DISAPPEARED
Product/ServiceACT FOR THE DISAPPEARED
EntrantGREY WORLDWIDE MENA NETWORK Beirut, LEBANON
Entrant Company GREY WORLDWIDE MENA NETWORK Beirut, LEBANON
Advertising Agency GREY WORLDWIDE MENA NETWORK Beirut, LEBANON

The Campaign

The Lebanese Civil War lasted too long, Creating a void of 17,000 - whose fate, till today, is unknown. There were no sustained efforts by the government to actually know where they disappeared. With ’Enough Waiting’ as the campaign idea, a multimedia initiative was rolled out to encourage the government to take action, and close a dark chapter of 30 years of war.

Success of the Campaign

A first-of-its-kind petition was submitted for the support of a government decree to start investigating about the disappeared. And on this very day an entire nation appeared as one, united through their support of the ‘act for the disappeared’

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

It kicked off with a series of gripping TV commercials strongly highlighting the plight of those waiting, in the hope of the return of their loved ones. The campaign then went into outdoor and print executions. Restroom mirrors took away reflections of people. A film produced for a younger audience, went viral. Digital media banners on key websites, redirected users to a 10-second countdown. Disappearing profile pictures on facebook marked the support of thousands, creating 15,000 likes overnight. The initiative spread like wildfire, making headlines in leading newspapers and generating top stories on TV. The nation’s leading TV station dedicated, to this initiative, an entire episode of the highest rated political talk show. At the parliament, we put up a paneled wall. As more and more people signed on it, the faces of those who disappeared were revealed.

Credits

Name Company Role
Marc Chalhoub Grey Mena Cco
Greg Majdalani Grey Mena Ecd
Ghassan Khairallah Grey Mena Cd
Rik Corijn Grey Mena Cd
Sandra Hojeij Grey Mena Digital Cd
Rania Khoury Grey Mena Tv Producer
Naim Bahous Grey Mena Copywriter
Jean-Paul Moubarak Grey Mena Account Manager
Roy Farhat Grey Mena Dco
Karim Nader Grey Mena Md