ABC Mall, Lebanon’s leading retailer has always aimed to give back to its community through a doer’s attitude.
We came up with an initiative that would bring together a group of Lebanon’s top influential artists & bring the visionary icon to life, the ABC triangle, while at the same time helping the children of the Brave Heart Fund, a volunteer-driven initiative benefiting children with congenital heart disease.
Results
For the very 1st time in Lebanon, ABC brought together Lebanon’s top influential artists with the mission to bring ABC’s visionary icon to life, the ABC triangle, while at the same time raising vital funds for the children of the Brave Heart Fund, a volunteer-driven initiative benefiting children with congenital heart disease. The idea? Designed & Signed. Each artist got one theme, and a canvas triangle to work on based on his or her skill and artistic background. These triangles were then used as ABC’s yearly advertising platform. We created 2-minute “making of” videos for each artist and unleashed them into Lebanon’s viral world.
After this 9-month campaign, all the 12 pieces of art were brought together for the Lebanese public as an auction exhibition event for Brave Heart. Bid by bid the triangles were auctioned & sold raising tens of thousands of dollars, and all of the proceeds were granted to the children of the Brave Heart Fund, and helped saved a heart.
The ABC Designed & Signed project was a first of its kind in Lebanon. It was a fusion of a country’s love for giving, true Lebanese artists’ thirst for creative, innovation & ABC’s constant devotion towards its community.
In anticipation of the eagerly awaited auction exhibition event for Brave Heart, we created 2 minute “making of” videos for each artist and unleashed them to Lebanon’s viral world. The online reach was beyond our expectations and raised ABC Facebook fans to reach 150,000 users.
The online reach was beyond our expectations and raised ABC Facebook fans to reach 150,000 users.
At the end of this 9-month campaign, all the 12 pieces of art were brought together for the Lebanese public as an auction exhibition event for Brave heart. Bid by bid the triangles were auctioned & sold raising tens of thousands of dollars, and all of the proceeds were granted to the children of the Brave Heart Fund.
The ABC Designed & Signed project was a first of its kind in Lebanon. It was a fusion of a country’s love for giving, true Lebanese artists’ thirst for creative, innovation & ABC’s constant devotion towards its community. ABC proved that when the heart is in it, imagination can do wonders.