2014 Winners & Shortlists



Case Film

Presentation Board

Product/ServiceCHEYEF HALAK
CategoryIntegrated Media Campaign
Entrant Company IMPACT BBDO Beirut, LEBANON
Advertising Agency IMPACT BBDO Beirut, LEBANON
Media Agency OMD Beirut, LEBANON

Results and Effectiveness

By constantly shaming wrongdoings, the impact of the campaign first became tangible through the huge online buzz around the TVC. Prominent bloggers praised and shared the TVC as well as ministers and politicians through their social media accounts. The online community pressured the government to act. As a result, the Minister of Interior warned against celebratory gunfire on NYE and took measures against wrongdoers. More remarkably, two of the most popular political figures in the country publicly shamed the usage of firearms during celebrations on national television, a major step in the battle for a more civilized Lebanon.

Creative Execution

The campaign started off with 2 viral TVCs, a sarcastic showcase for reckless shooting and stray bullets in Lebanon. To build up on this derisive approach, a radio spot was broadcasted nationwide and consisted of tutorials to recognize the occasion behind each type of shooting. Ambient/Guerilla advertising of fake bullet hole stickers was applied to windshields to draw people's attention to the drama behind their irresponsible acts of celebration. On a digital media front, a customized "CHEYEF HALAK?" mobile app was created for people to celebrate exactly the same way, but without casualties, by choosing the celebration and producing the gunfire sound they are fond of.

Insights, Strategy and the Idea

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. The main objective was to expose this uncivilized behavior in order to shame the people responsible for it.


Name Company Role
Walid Kanaan Impact Bbdo Chief Creative Officer
Chris Jabre Impact Bbdo Copywirter
Georges Kyrillos Impact Bbdo Art Director
Rawad Keyrouz Impact Bbdo Tv Producer
Karim Diab IMPACT BBDO General Manager
Farah Feghali IMPACT BBDO Account Executive
Nassif Aboualoloula IMPACT BBDO Digital Account Director
Wim Coetsee Impact Proximity Regioanl Tehcnical Director
Harris Khan Impact Proximity Flash Developper