2014 Winners & Shortlists

The Brief

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.

Describe how the promotion developed from concept to implementation

The main objective was to expose this uncivilized behavior in order to shame the people responsible for it. The campaign started off with 2 viral TVCs followed by a radio spot was broadcasted nationwide. 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. Moreover, 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.

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

By constantly shaming wrongdoings, the impact of the campaign first became tangible through the huge online buzz around the TVC. Prominent bloggers praised and shared the TVC as well as ministers and politicians through their social media accounts. 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, two of the most popular political figures in the country publicly shamed the usage of firearms during celebrations on national television, a major step in the battle for a more civilized Lebanon.

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

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.