2015 Winners & Shortlists

LEBANON4SALE

Short List
BrandSAKKER EL DEKKENE (STOP THE SHOP)
Product/ServiceANTI-CORRUPTION ORGANIZATION
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryPosters
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Brief Explanation

The organization insisted on the fact they didn’t only want to raise awareness but to get people to report. Because it’s only when enough reporting is done, that we will get the right numbers on corruption and be able to hold specific institutions and people accountable. The Lebanese had given up hope on the fight against corruption: - They’ve believed that nothing can ever change: it’s not worth reporting - They’ve believed that one person, even if he reports an act, cannot and will never make a difference They believed that corruption is convenient

The Brief

We were given the mission to create a platform that will encourage people to report corruption and quantify incidents involving corrupt practices in Lebanon with the ultimate aim of raising the public debate and exert public pressure for change and reforms.

How the final design was conceived

Corruption in Lebanon acts like a private business, the more you buy into it the more it grows. We wanted corruption to go bankrupt. The thinking led us to create actual retail environments, corner shops named ‘Lebanon4Sale’, advertising for all sorts of official papers, amongst them drivers’ licenses, identity cards, etc. In order to promote the shop we created a series of print advertising the shop’s content. The posters needed to look culturally relevant, and so we used Arabic calligraphy, props, and items found in real life shops.

Indication of how successful the outcome was in the market

To date, reports on line amount to 3.4 billion liras. 51 Million impressions & $2.6 Million of earned media. Featured in 12 regional and international TVs, 14 magazines, 9 NPs, 5 blogs, and over 30 websites. 487 volunteers in 3 months. 1.598 bribery reports. 2.737 mobile App downloads. 32 Shops “opened” across Lebanon. 4 Booths ‘opened’ in 4 universities. A reporting car went across 26 districts. 4 Street Guerrilla activations. 3 vending machines across 3 theatres. On Jan 26, SED closed the first “shop” in Lebanon by helping develop, sustain and replicate a fully DIGITIZED AND CORRUPT FREE Police Station.

Sakker El Dekkene (’Stop the Shop’) is an organization created in 2014 with a mission to raise awareness on corruption in Lebanon and enact positive change through the quantification of crowed sourced reports of instances of corruption and in depth data basing. Sakker El Dekkene can be considered today as the most successful local anti-corruption organization in Lebanon’s history as it has managed to move the disillusioned Lebanese into action through its locally relevant brand equity and its consistent delivery of results.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Samer Shoueiry Leo Burnett Beirut Regional Digital Strategies/Innovation Director Director Levant
Jo Chemali Leo Comm Managing Director Pr Levant
Joseph Abi Saab Leo Burnett Beirut Senior Art Director
Tonie Tannous Leo Burnett Beirut Senior Art Director
Rana Khoury Leo Burnett Beirut Copywriter
Andrew Assi Leo Burnett Beirut Copywriter
Tarek Bacha Leo Burnett Beirut Copywriter
Tony Elieh Leo Burnett Beirut Photographer
Diego De Aristegui Leo Burnett Communication Supervisor
Cecilia Accad Leo Burnett Beirut Communication Director
Youmna El Asmar Leo Burnett Beirut Senior Strategic Planner