2013 Winners & Shortlists

Brief Explanation

LBCI was to launch its new thematic station LBCI Drama , with maximized media attention for better nationwide reach. Contextually, Lebanese citizens have developed a great passion and need for sharing emotional, exciting or unexpected events, which happens to be Webster’s definition of Drama. We were to launch the new station, based on that social truth and by using an alternative media strategy given the obstacle that faced the station in its initial strategy. A premeditated cat fight footage that soon became talk of the town was released online to divert the drama and later on initiate the launch of LBCI’s new drama station. A scandalous cat fight featuring the famous and glamorous Lebanese actresses Ward El Khal, was shot with an amateur camera and anonymously posted online. 6 days later, and to the surprise of all, LBCI announced it would unveil the truth behind the viral fight. The star who never answered any query during the dramatic week revealed the truth on the main news bulletin. Drama now has a screen. LBCI Drama. With optimized launch awareness, it was brought to life with maximized impact and with the media support it had asked for in the first place, only charge free.