2014 Winners & Shortlists

The Brief

In 2013, two Lebanese filmmakers revived the lost story of the Lebanese Rocket Society (LRS) or how a group of students and their professor almost entered Lebanon into the space race of the 60s. Our mission was to introduce the documentary film and story to the disenchanted youth of Lebanon.

Creative Execution

To get the youths’ attention we needed to make the Lebanese Rocket Society part of their daily lives and part of their everyday expressions. By inspiring ourselves from historical and existing Lebanese Rocket Society symbols from the 1960’s we designed: - Stencils that occupied the walls where the youth spend most their time - Graffiti Art that captured their imagination - A digital activation allowing them to support the cause - And finally, with t-shirts that allowed them express their belief in achieving their ambitions despite the every day limitations they face

Describe the creative solution to the brief/objective.

The two filmmakers and the distribution company (MC Distribution) approached the agency with two main objectives: - Help revive the Lebanese Rocket Society’s story, making it once again an integral part of our collect consciousness - Help ensure that a hard to reach segment, the Lebanese youth, get acquainted with the story and for them to ultimately watch it at the only theatre that was playing it The main challenges were: - The fact that almost nobody, notably the youth, knew the existence of the story - The fact that the documentary was only shown in one small cinema venue

Results

With no budget support and no paid media, the campaign achieved: • Hundreds of Facebook profile pictures adopted the astronaut filter and shared it online. • Hundreds of t-shirts sold. • 2000 posters in 10 high traffic locations in Beirut. • A 150% increase in expected attendance at the only movie theatre where the documentary was allowed to be viewed. • 3000 hand sprayed tags in 10 high traffic locations in Beirut. • Crowd and artist-sourced content shown in La Furie Des Glandeurs magazine. Most importantly, the campaign inspired a resurrection of a scientific and peaceful space rocket program initiated by a young student.