2014 Winners & Shortlists

LEBANESE ROCKET SOCIETY (BELIEVE IT)

Bronze

Case Film

Presentation Board

BrandMC DISTRIBUTION
Product/ServiceDOCUMENTARY FILM
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryIntegrated Media Campaign
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Results and Effectiveness

With no budget support by paid media (offline or online), the campaign achieved: • Hundreds of Facebook profile pictures adopted the astronaut filter as a belief in the achievement of their dreams. • The Lebanese Rocket Society story appeared on all local, and international, news and media outlets making it one of the most talked independently produced Lebanese documentaries. • A 150% increase of attendance at the only movie theatre where the documentary was allowed to be viewed. • Most importantly, the campaign inspired a resurrection of a scientific and peaceful space rocket program initiated by a young student.

Creative Execution

A sub-culture approach was key to reach the disenchanted youth of Lebanon. The streets and walls of the Lebanese capital, usually a battleground between political communication and the expression of public opinion were chosen to bring to Lebanese Rocket Society’s story back to life. At the core of the creative strategy was the special execution poster, which highjacked existing posters of politicians, had the purpose of re-igniting the belief that no one should stand between the people and their dreams. The poster was supported by a series of stencils, graffiti art, purchasable t-shirts, publications and a digital activation that aimed at cementing the Lebanese Rocket Society existence in the hearts and minds of the Lebanese people. Most importantly, they helped resurrect a culture of belief that the Lebanese people, and notably the youth, can pursue their dreams despite the limitations imposed on them.

Insights, Strategy and the Idea

We were asked to help promote the documentary film about The Strange Tale of the Lebanese Rocket Society (LRS) or how a group of students and a professor almost launched Lebanon into the space race of the 60s. By promoting the film we needed to revive the story’s main message: Believing you can achieve great things regardless of your situation. Our core audience was the disenchanted youth of Lebanon who do not believe they can pursue their ambitions within their homeland. The story of the LRS portrayed through the film was proof enough to make the youth believe in themselves again, they just had to be made aware of the story’s existence. Hence, by using a sub-culture approach we re-introduced the story and challenged the youth skepticism with one main message: Believe it, if you don’t come see it.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Davina Atallah Leo Burnett Beirut Associate Creative Director
Laura Halteh Leo Burnett Beirut Art Director
Leen Charafeddine Leo Burnett Beirut Art Director
Sylvia Trinidade Leo Burnett Beirut Art Buyer
Diego De Aristegui Leo Burnett Communication Manager
Nabz Freelance Artist Graffiti Artist