2013 Winners & Shortlists

Brief Explanation

LB first launched in Lebanon May 2011 with ‘Courage Is Contagious’. The high-on-engagement social media campaign inspired a brave part of the country’s youth to challenge the status quo and break from the stereotype of Lebanon’s beer monopoly for over seventy years. This year, Lebanese Brew needed to further engage with its online community, which had high expectations of the brand. Our idea was to use the ‘2012 End of the World’ hype and turn it into the ultimate deadline that would urge people get out of their comfort zones and push each other to do the things they never had the courage to do. We first launched an online manifesto that urged the Lebanese youth to break from the conformity of everyday life and get out and TRY SOMETHING BRAVE before THE LAST SUMMER ON EARTH! A nation-wide multi-visual outdoor campaign followed.All offline and online communication directed people to www.TrySomethingBrave.com where they could download Lebanese Brew’s Mobile Application! The app had everything one needed to help them do the things they never dared to do and document their last summer on earth! The Lebanese Brew mobile application came ready with a pre-installed bucket list of bold things to do before summer ends. People were also encouraged to add their own wild to-dos to the list. And the Bucket List kept getting longer as people added the things they wish to do before The Last Summer On Earth! The app allowed users to bet virtual bottles of Lebanese Brew, and dare their friends to do something from the Bucket List. If a friend had the courage to accept the dare and do it, they would then need to use the Brave Camera Lens and take a photo that proves they did the dare! All interactions on the application were community monitored. If a person could get 3 users to approve the photo that proves that he did the dare, then he wins the virtual beer! But the virtual beer was not virtual for long. In parallel to the Mobile App, we launched a special promo pack. With every 6pack of Lebanese Brew, you get 1 free virtual beer. But in order to redeem the 7th free bottle, you had to download the Mobile App. Once you collected 6 virtual bottles on the App, a real 6pack would be delivered cold to your door! Entry URL: http://184.154.119.202/~projects/rashad/lb_lastsummer/lb_mobile.html