2013 Winners & Shortlists

Results and Effectiveness

The most influential Lebanese NGO, “Saving Beirut Heritage” joined our cause as well as many other activist groups. The cause for saving old Lebanese homes made the headlines in the press. The Facebook page became an active hub and a reference for militants. They were able to denounce the destruction of the House of famous author Amin Maalouf before it was aired on prime time news. The campaign became the drive to reinforce protective laws and a fund destined to revive the Lebanese heritage is about to be activated. Even DWL sales have increased.

Creative Execution

Our mission was to reignite the interest of the Lebanese people in their heritage. We had to awaken their conscience, making them realize the importance of their past and most of all, giving them the possibility to act and to react. So we launched the “Worth Doing Campaign”. More than a campaign, we initiated a movement in which the Lebanese could take a stand for their past and history, speak up, share pictures, news and information, and thus, raise the alarm on the situation and increase the urge of saving their heritage. In other words, the ultimate solution was to turn the Lebanese into militants by projecting a common value meaningful to them all.

Insights, Strategy and the Idea

The main objective of the campaign was to drive brand awareness and reinforce passion and emotional connection to the brand. Our target audience is mainly made up of males aged 30 to 45 years upper-lower class, who are genuine, warm, friendly and confident. They spend their life doing the things they truly believe in. The Insight. Lebanon’s construction came at a high cost and out of 2000 classified old homes in Beirut only 200 remain today. Beirut is struggling to preserve its heritage, and Lebanon is facing the threat of a cultural decline. Relevancy. With more than 150 years of knowledge in every drop, Dewar’s believes in the values of the past. So it is only logical for the brand to support such an important and sensitive issue as the endangered Lebanese heritage. Especially when your target believes in your credo: "Life tastes better when you do what you believe in"