Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education.
When the birth of a child triggers a local war between 2 neighborhoods, and a wedding celebration turns into a funeral, it is very clear that "Celebrations" in Lebanon have taken a very bad twist.
"CHEYEF 7ALAK?" which means "PROUD OF YOURSELF?" is the biggest and most popular social movement in Lebanon.
The new "CHEYEF 7ALAK?" campaign puts shooting incidents during celebrations under the public eye, a wake-up call that was crucially needed to initiate a change of behavior in that regard.
Plz note that we needed to provide another link for the viral film as the agency logo appears on the 1st one.
Creative Execution
The success of "Cheyef Halak - Shoot to celebrate" campaign was primarily based on the genuine and credible delivery of the 2 actors' performance. Both - unknown - protagonists where so true to their roles that the audience believed they were real reckless shooters from the streets of Beirut