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.
Creative Execution
The Cheyef Halak format is based on the interview style; the performance delivered by the protagonists was so natural and realistic it convinced the audience they were real time citizens who fire their guns to celebrate. The extreme ending links back the sadness of the problem to the social movement fighting it.