2014 Winners & Shortlists

The Brief

ABC Mall, Lebanon’s leading retailer has always aimed to give back to its community through a doer’s attitude. We came up with an initiative that would bring together a group of Lebanon’s top influential artists & bring the visionary icon to life, the ABC triangle, while at the same time helping the children of the Brave Heart Fund, a volunteer-driven initiative benefitting children with congenital heart disease.

Describe how the promotion developed from concept to implementation

In anticipation of the eagerly awaited auction exhibition event for Brave Heart, we created 2 minute “making of” videos for each artist and unleashed them to Lebanon’s viral world. The online reach was beyond our expectations and raised ABC Facebook fans to reach 150,000 users.

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

The online reach was beyond our expectations and raised ABC Facebook fans to reach 150,000 users. At the end of this 9-month campaign, all the pieces of art were brought together for the public as an auction event for Brave heart. The triangles were auctioned & sold raising tens of thousands of dollars, and all of the proceeds were granted to the Brave Heart Fund. The project was a first of its kind in Lebanon. It was a fusion of a country’s love for giving, true Lebanese artists’ thirst for creative, innovation & ABC’s constant devotion towards its community.

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

For the 1st time in Lebanon, ABC gathered influential artists to inject life to its icon, the triangle, while raising money for the children of the Brave Heart Fund, an organization benefiting children with congenital heart disease. Each artist got one theme, and a canvas triangle to design based on their artistic background. These triangles were then used as ABC’s yearly advertising platform. “Making-of” videos for each artist were unleashed into the viral world. Following the campaign, all art pieces were auctioned in a public event. Bid by bid, ABC raised tens of thousands of dollars, and saved a heart.