2015 Winners & Shortlists

KEEP THE FLAME ALIVE

BrandJOHNNIE WALKER
Product/ServiceJOHNNIE WALKER "KEEP WALKING LEBANON"
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryPosters
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Media Agency STARCOM MEDIAVEST GROUP Beirut, LEBANON
Production Company STOKED Beirut, LEBANON

Brief Explanation

A nation’s biggest failure is when it forgets what it’s capable of. In 2014, a dark cloud loomed over Lebanon once more. Media outlets competed to paint a dark vision of the future, and the people followed suit. The Lebanese were forgetting what they’re truly capable of, and we made it our mission to remind them. In order for the Lebanese to truly get moved by our campaign we needed their voices to become the headlines of our campaign visuals. Headlines of hope and belief in their country and what they can achieve in it.

The Brief

We didn’t simply want to reassert the iconic Johnnie Walker whisky as a produce of choice, we needed to remind the Lebanese to Keep Walking despite the troubled times they faced.

How the final design was conceived

We had set up a digital ecosystem, with a Facebook App at its core, encouraging crowd source messages through our trending #keepwalkinglebanon. On the ground a fire calligrapher roamed the country for 20 nights and rewarded users online in real time by transforming key statements into campaign. Hundreds of campaign visuals were brought to life through night shots of the most stunning location across the four corners of Lebanon and by each time capturing fire calligraphy written in the air through long shutter speeds.

Indication of how successful the outcome was in the market

38,400,000 impressions 306,022 Total Video Views $766,000 in earned media Over 2,500 user messages of hope. Hundreds transformed into campaign visuals used across media. On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 campaign visuals. 4 publications dedicated their editorials to hope. In a saturated market (source AC Nielsen): JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category Black label: value share grew 31%, 10ppt faster than category Red label volume share grew by 4%

Johnnie Walker is a brand that stands for the celebration of progress. Keep Walking is the creative expression of that belief. A brand mantra that has inspired individuals and nations alike to never give up no matter the obstacles lying ahead. Keep Waking resonates strongly with the Lebanese especially since we created Keep Walking Lebanon five years ago. Its products, notably the iconic Black Label and the popular Red Label, enjoy a leader position in a mature market.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Kamil Kuran Leo Burnett Beirut Regional Managing Director Levant
Nada Abi Saleh Leo Burnett Beirut Managing Director
Peter Mouracade Leo Burnett Beirut Head Of Communication
Jo Chemali Leo Comm Managing Director Pr Levant
Samer Shoueiry Leo Burnett Beirut Regional Digital Strategies/Innovation Director Director Levant
Areej Mahmoud Leo Burnett Beirut Creative Director
Davina Atallah Leo Burnett Beirut Creative Director
Tony Kayouka Leo Burnett Beirut Director Of Innovation/Delivery
Nadia Deghaily Leo Burnett Beirut Art Director
Lama Bawadi Leo Burnett Beirut Copywriter
Hisham Kekhia Leo Burnett Beirut Communications Director
Diego De Aristegui Leo Burnett Communication Supervisor
Raphael Jadaa Leo Burnett Beirut Communication Executive
Tina Sioufi Leo Burnett Beirut Junior Digital Planner
Misbah Natour Leo Burnett Beirut Communication Executive
Ghassan Jawhar Leo Comm Pr Executive