2015 Winners & Shortlists

Creative Execution

The animation was shared across many different online platforms, including facebook, twitter, youtube, and vimeo. It was showcased in direct emails that were addressed to each viewer personally on a one-to-one basis. It was featured on many diverse and popular blogs and articles, which in turn were virally shared by readers through their own circles. Building on the social buzz, a fundraising campaign was then launched on indiegogo with the animation at its helm, quickly raising enough to buy much-needed equipment to cater for the increasing demand and deliveries (40% online, 60% offline).

The video was very effective in reaching the target. Due to widespread awareness as a direct result, our client has had to cater for a steadily increasing number of points of sale, deliveries, and bottle supplies. What started as a smaller recycling project and smart environmental solution, has now received the attention of the public, the government, media, and even the bottle-makers that produce the problematic bottles. Demand has increased to the degree that the initiative has needed to buy more equipment and was able to achieve that solely through online fundraising with the animation at its helm.

Up until the release of the video, the target audience was largely unaware to both the issue itself as well as the innovative solution that Cedar Environmental had come up with. The government and media, as per the norm, had completely turned a blind eye to the growing problem. Subsequently the target audience, (the very socially active Lebanese youth, who use and dispose of green glass bottles) was essentially kept in the dark. Even if they had happened to hear about the problem and wanted to do something about it, they were uninformed about the initiative, the destruction of the local glass factory, and the growing piles of dangerous glass bottles that could be easily dealt with. The insight was to create a compelling video that called people to action, urgency, and awareness on direct channels, while simultaneously showing them a simple way to help on an individual basis.