Brand | LBCI |
Product/Service | CHEYEF HALAK |
Entrant | IMPACT BBDO Beirut, LEBANON |
Category | Non-Corporate |
Entrant Company
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IMPACT BBDO Beirut, LEBANON
|
Advertising Agency
|
IMPACT BBDO Beirut, LEBANON
|
The Campaign
Based on the chaotic situation linked to the social behavior in Lebanon, Cheyef 7alak is a CSR campaign raising awareness and influencing behaviors for a social change through intentional dramatization in order to justify the crucial need behind the cause.
Two years following its initial launch, the campaign tackled celebratory gunfire and its negative effects on the Lebanese society.
The heartbeat of this campaign lies in its unconventional deployment, through viral TVCs, wicked radio spots, guerilla advertising and digital media.
The feedback for the campaign was staggeringly successful. The cause arose buzz in all media circles and instigated concrete change on a governmental front.
The Brief
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 purpose of this campaign was to publicly shame people involved in celebratory gunfire and expose the negative consequences of their actions.
Results
By constantly shaming wrongdoings, the impact of the campaign first became tangible through the huge online buzz around the TVC that harnessed a remarkable number of views and shares , becoming one of the most talked about campaigns of the year. Prominent bloggers praised and shared the TVC as well as ministers and politicians through their social media accounts – notably the Minister of Telecommunication and the Minister of Energy & Water.
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, as a result to the extensive media deployment and the viral effect of the 2 TVCs, two of the most popular political figures in the country publicly shamed and officially forbid the usage of firearms during celebrations - on national television , a major step in the battle for a more civilized Lebanon.
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.
The Situation
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 Strategy
The sarcastic tone of voice is the main component of the Cheyef Halak DNA. Because the campaign approaches sensitive topics of misbehavior and shameful wrongdoings, the goal is always to place the spotlight through a derisive approach and shame the behavior to ultimately change it.
Credits
Walid Kanaan |
Impact Bbdo |
Chief Creative Officer |
Karim Diab |
IMPACT BBDO |
General Manager |
Farah Feghali |
IMPACT BBDO |
Account Executive |
Rawad Keyrouz |
Impact Bbdo |
Tv Producer |
Chris Jabre |
Impact Bbdo |
Copywirter |
Georges Kyrillos |
Impact Bbdo |
Art Director |
Jocelyne Tawk |
|
Digital Account Director |
Nassif Aboualoloula |
IMPACT BBDO |
Digital Account Director |
Wim Coetsee |
Impact Proximity |
Regioanl Technical Director |
Harris Khan |
Impact Proximity |
Flash Developper |