| Brand | TOUCH |
| Product/Service | TOUCH |
| Entrant | J. WALTER THOMPSON BEIRUT, LEBANON |
| Category | Commercial Public Services |
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Entrant Company
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J. WALTER THOMPSON BEIRUT, LEBANON
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Advertising Agency
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J. WALTER THOMPSON BEIRUT, LEBANON
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Production Company
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ALLEYCAT Beirut, LEBANON
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Brief Explanation
Every year Lebanon celebrates its Independence Day through a national parade that is televised to millions - yet, in 2014 things changed.In the absence of a president and political turmoil, the parade was cancelled.
Touch, Lebanon’s leading mobile operator, promises a new world. So, we took it upon ourselves to salute the armed forces in our own way.We created the first virtual parade. TOUCH 3ARED ILISTIKLAL -To our advantage the Arabic word 3ared means both PARADE and PROMOTION in English - and added a special promotion dedicated to the armed forces by doubling their Touchline credit.
We shaped a 2D animation that accurately mimics the official parade (please see supporting document). And based on the official Lebanese Army Parade anthem, a score was composed from scratch to bring to life the exact feel and “world” of an actual parade. It was created using adobe after effects.
And on the morning of the 22nd of November, although the parade streets were empty - the animation was aired on all TV stations to give the armed and civic forces the salute they deserved.
Credits
| Nicolas Geahchan |
J. Walter Thompson Beirut |
Executive Creative Director |
| Laila Agassi |
J. Walter Thompson Beirut |
Associate Creative Director |
| Georges El Ten |
J. Walter Thompson Beirut |
Art Director |
| Ali Farraj |
J. Walter Thompson Beirut |
Junior Copywriter |
| Omar Sadek |
J. Walter Thompson Beirut |
Managing Director |
| Celine Noujeim |
J. Walter Thompson Beirut |
Account Director |
| Ramzy Salhab |
J. Walter Thompson Beirut |
Account Manager |
| Lana Khayat |
J. Walter Thompson Beirut |
Account Executive |
| Nadiya Haddad |
J. Walter Thompson Beirut |
Tv Producer |