2013 Winners & Shortlists

Brief Explanation

Mobile telephony in Lebanon ranks in the top 5 most expensive in the world (cost/minute). Touch launched their ‘bundles’ service, a first in Lebanon, allowing subscribers to customize their lines and finally save money. To portray the flexibility of this service, we wrote A POP CULTURE HIT SONG that rode on the diversity of the Lebanese society, which is defined by its many political, sectarian & cultural differences that deeply divide the population, ending it with a strong & simple message: Whoever you are, there's a plan for you. And so, the song premiered through a 1minute film: a continuous one-shot video, panning across a 27 meter-long, 2 floors-high construction divided into 14 individual rooms, which literally brought a sample of the Lebanese cosmos to life. It celebrates all the local stereotypes and typical Lebanese characters that everyone can relate to, and was interpreted by the lead singer of the most popular alternative band in Beirut. Thus proving that, despite their differences, a 1minute film & song could bring all the Lebanese under one roof.