2014 Winners & Shortlists

Brief Explanation

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. 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. Following the talk-of-the-town TV campaign a customized 'CHEYEF HALAK?' mobile app was created showcasing a series of events that call for celebration along with the virtual gunfire sounds for people to celebrate like they love to.

Creative Execution

Following the talk-of-the-town TV campaign A customized "CHEYEF HALAK?" mobile app was created Showcasing a series of events that call for celebration Along with the virtual gunfire sounds For people to celebrate like they love to But without casualties.

By constantly shaming wrongdoings And instigating change through various activations The battle continues For a more civilized Lebanon The app was launched a week ago, however given the buzz around the cheyef halak movement in Lebanon and given the app will be announced on the website and FB page of the movement, we're confident we'll be getting the message across.

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. 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.