2014 Winners & Shortlists

The Brief

On February 12, Lebanon found itself in yet another turmoil. Jackie Chamoun, an Olympian skier, participated in a nude photoshoot three years ago. When the making-of was released, it caused a scandal among stone-age media and a certain conservative minister who called on the Olympic committee to investigate. As a result? #stripforjackie. Hundreds of people taking over social media, posing semi-naked in protest. Volkswagen was one of the first brands to seize the opportunity to release an ad on Facebook on that same day, supporting the cause, and creating a massive buzz.

Creative Execution

In the midst of the entire wave that was generated online, and the media, and the different news portals, supporters started posing naked on #stripforjackie, Beetle wanted to show its support as well showing that it too has been taking its top off since 1949 referring to the convertible model, which came in also perfectly well with the preparation of the launch of the new Beetle on the Lebanese market.

Describe the creative solution to the brief/objective.

In no time, specifically in one night, as the post was published on the night of the 12th of February, it got more than 740 likes and 229 shares so far, while people commented on it, showing support to Jackie and pushing at the same time our Topless VW Beetle post as we speak.

Results

In less than 24 hours we had more than 740 likes, 229 shares, while reminding people of the Beetle model, which generated calls to the showroom, agency has just started recording the number of calls that people are making as we speak.