A HERITAGE WORTH REVIVING
Brand | ETS. KHALIL FATTAL & FILS |
Product/Service | DEWAR'S |
Entrant | IMPACT BBDO Beirut, LEBANON |
Entrant Company
|
IMPACT BBDO Beirut, LEBANON
|
Advertising Agency
|
IMPACT BBDO Beirut, LEBANON
|
The Campaign
The Worth Doing campaign is the campaign we created to reignite the interest of the Lebanese people in their heritage at loss. Lebanon’s construction came at a high cost and out of 2000 classified old homes in Beirut only 200 remain today. That heritage was truly important; unfortunately, the Lebanese had such little interest in it. We needed a true believer in our heritage to stand up for this cause: with more than 150 years knowledge in every drop, Dewar’s was the ideal candidate to lead this campaign.
Success of the Campaign
The campaign’s voice echoed loudly, reawakening the interest of the Lebanese. The Facebook page not only became an active hub, but also a reference point, with the movement receiving recognition on prime time news, talk shows and in the press. The most influential heritage NGO “Save Beirut Heritage” joined us as well as many other activist groups, making the number of militants grow. The campaign became the drive to reinforce heritage protective laws and a fund dedicated to the cause is about to be created. Today, many endangered houses are being revived not just in Beirut, but also across Lebanon. And our campaign is far from over.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We started the campaign by setting the example with a film on TV. But the film, as emotional as it was, launched a cause that needed to be followed up. The Worth Doing movement was announced in a press conference and the Facebook page was immediately initiated after that, inviting the Lebanese to join the cause on social media. Later, we asked 3 Lebanese influencers to speak up for us and recruit more and more partisans. It prompted more and more militants to shed the light on the current state of our heritage and to post pictures of endangered and saved old Lebanese homes on our Facebook page. It didn’t take long for the Worth Doing movement to gather even militants besides the various social media
Credits
Walid Kanaan |
Impact BBDO |
Regional Executive Creative Director |
Nancy Timani |
Impact BBDO |
Creative Director |
Florence Basseux |
Impact BBDO |
Associate Creative Director |
Lyna Domiati |
Impact BBDO |
Art Director |
Sarah Oweida |
Impact BBDO |
Copywriter |
Hala Amiouni |
Impact BBDO |
Group Account Director |
Sirine Tueni |
Impact BBDO |
Account Manager |
Sabah Baz |
Ets. Khalil Fattal/Fils |
General Manager |
Costantinos Kouvares |
Ets. Khalil Fattal/Fils |
Area Manager Levant/Cyprus |
Naji Hmouda |
Ets. Khalil Fattal/Fils |
Business Unit Manager |
Elias Francis |
Ets. Khalil Fattal/Fils |
Dewar's Brand Manager |
Monica Karam |
Social4ce |
Partner/Social Business Strategist |
Rami Sader |
Bizaroob |
Co-Founder Designer |
Jocelyne Tawk |
Impact BBDO |
Digital Account Director |