Brand | SAKKER EL DEKKENE (STOP THE SHOP) |
Product/Service | ANTI-CORRUPTION ORGANIZATION |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
The Brief
Corruption in Lebanon is everywhere. It lives in an economy of its own feeding on everything; and as a result, the fight against it seems hopeless. But the truth is, corruption acts exactly like a private business: The more you buy from it, the more it grows. And so we wanted corruption to go Bankrupt. We needed the Lebanese to report acts of corruption, but first we needed to show how blatant corruption had become in Lebanon. And so, we created a real shop named ‘Lebanon4Sale’ where people could actually interact with the shop and bypass the system.
Creative Execution
Through guerilla marketing, a PR stunt, outdoors, an online movie and a Facebook app that served as traffic driver to the main reporting website, we brought to life the Country’s Corner Shop called “Lebanon4sale” and invited people to close it down by reporting corruption - which allowed our client to gather data and quantify incidents involving corrupt practices in Lebanon.
The mercantile nature of corruption in Lebanon made the corner shop a culturally powerful symbol to use in our campaign.
Describe the creative solution to the brief/objective.
We started with a guerilla campaign with a shop called “Lebanon4sale” advertising for driving licenses, diplomas, etc. And, a week later, in the middle of Beirut, an actual shop called “Lebanon4sale” opened. “Lebanon4sale” looked exactly like a regular corner shop, and inside of it, the driving licenses and other official paper were disposed like regular merchandise. We replicated ‘Lebanon4Sale’ look and feel through a Facebook App where people could virtually purchase the shop’s content. Once people started reporting and numbers started to show, a “Stop the Shop” car started going around the country to gather on the spot reports.
Results
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.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Areej Mahmoud |
Leo Burnett Beirut |
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 |