2013 Winners & Shortlists


Short List
Entrant Company IMPACT BBDO Beirut, LEBANON
Advertising Agency IMPACT BBDO Beirut, LEBANON

The Campaign

Lebanon’s human rights record showed a lot of controversy in the past few years on both National and International levels. Racial discrimination has become a common attitude in a country known for its rooted ethnic and social elitism. In that sense, Cheyef Halak had to tackle the social discrimination issue, to support and extend the role of numerous local NGOs in grasping the attention of the mass public. The objective was to expose the uncivilized behaviors related to racial discrimination by shaming the wrongdoers and provoke an upset. The mediums were to be traditional empowered by effective and efficient Public Relations deployment. The "Discrimination" TVCs, which were aired on LBCI and uploaded on YouTube, aimed at exposing the level of ignorance and misperception in the Lebanese society that starts from young school students and extends to older age classes. Progressively, a radio stunt, on ground and online activations were created to reinforce the debate, alongside dedicated hotlines to support the mistreated more concretely.

Success of the Campaign

The online community applauded the initiative, which immediately became the talk of the town . It also spawned the attention of LBCI’s competitors who also covered discriminatory issues and aired their own “Cheyef Halak” inspired videos. Moreover, the campaign had a behavioral impact on the Lebanese society and discrimination was no longer taken as lightly as it was prior the campaign; a MEA Ground Services staff was dismissed following a racist incident that was spread online. Tourism Minister Fadi Abboud also stated that there would be zero tolerance against racism. Furthermore, the Philippines government lifted its deployment ban on Lebanon, allowing Filipino workers to return to Beirut. On a quantitative level, the TV commercials got more than 45,000 views on Youtube. As for the on ground activation, it got more than 17,000 views in just 7 days. The Cheyef Halak Facebook page likes increased by more than 10,000 since the launch of the discrimination campaign.

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

2 TVCs highlighting the problem in a sarcastic manner were uploaded on all Cheyef Halak web channels and aired on LBCI to triggered the debate that had been smothered for years. 2 hotline numbers were set up to report any misconduct against foreign workers, in collaboration with NGOs. We premeditated Radio Stunt a radio stunt that would intensify the debate by hijacking a popular morning show provoking the audience to react in favor of our cause. On Ground Activation: In response to the boycott of foreign workers in public places, we organized a seated dinner at a prestigious destination in Beirut for foreign workers only, where Lebanese people were forbidden entry. Online Activation served to remind the Lebanese of what humanity meant. In order to browse our highly active website, users were wittily imposed to prove their humanity by filling in humanitarian claims instead of random CAPTCHA messages.


Name Company Role
Walid Kanaan Impact Bbdo Regional Executive Creative Director
Jocelyne Tawk Impact Bbdo Digital Account Director
Omar Sadek Impact Bbdo Manager - Content Developemnt
Georges Kyrillos Impact Bbdo Art Director
Omar Frangieh Impact Bbdo Head Of Tv
Rawad Keyrouz Impact Bbdo Tv Producer
Nayla Kheyreddine Impact Bbdo Account Executive
Chris Jabre Impact Bbdo Copywriter
Miriam Jbeili Impact Bbdo Senior Copywriter
Pierre El-Daher Lbci Ceo