2014 Winners & Shortlists

The Brief

We wanted the youth to do more than just believe in their dreams through the resurrection of the Lebanese Rocket Society (LRS) story - or how a group of students and their professor almost launched Lebanon in the space race of the 60s. We wanted them to become the ideal vehicles to spread its rebirth amongst each of their own communities. By employing a sub-culture approach we created limited quantity t-shirts bearing the symbolic LRS insignias allowing the youth to proudly take part in making the unbelievable believable.

Describe how the promotion developed from concept to implementation

Resurrecting the LRS story in the hearts and minds of the Lebanese youth required blending existing classic Lebanese symbols close to the LRS and spaced themed images. The blend resulted in culturally relevant graphic insignias that were first used to assist the youth in their ideological battles against politicians on the walls of Beirut. It was only natural to migrate these insignias from the static walls of the city on to the shoulders of the energetic and mobile youth of the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

With all 300 t-shirts produced being sold out at each of the outlets they were made available, the Lebanese Rocket Society rapidly occupied the youths conversations both wherever they went and wherever a believer could be found. The t-shirts, and the conversations produced by the mere fact of wearing them, allowed for the youth, who are disconnected from mainstream media, to not only know about the existence of the Lebanese Rocket Society but also experience its resurrection on the big screen.

Explain why the method of promotion was most relevant to the product or service

With no money invested in either online or offline media we needed to ensure the message travels and spreads further than just the streets of the Lebanese capital. We needed the message to invite itself into the youths’ homes and daily lives. Tapping into their unquenchable thirst for expression we provided the youth with trendy garments bearing the come back of the Lebanese Rocket Society. Those who believed in the unbelievable helped spread the LRS story to their communities. All that was asked was to believe in the story, and if skeptics refused they were invited to go see it.