2015 Winners & Shortlists

KEEP THE FLAME ALIVE

Silver

Case Film

Presentation Board

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

Results and Effectiveness

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%

Creative Execution

We first shared our hopeful message through a short film on TV and online. A lone flame battles a powerful storm and emerges the victor stating: ‘Storms shall always pass, but the fire inside burns on’. Our message sparked the flame within the Lebanese. When they reacted, we were ready. We had set up a digital ecosystem, with a Facebook App at its core, encouraging crowd source messages through our #keepwalkinglebanon. On the ground a fire calligrapher roamed the country for the 20 nights and rewarded users online in real time by transforming key statements into pieces of art. The numerous pieces of art didn’t only occupy the brand and users’ digital spaces but were also published in national media and blogs. We finally partnered up with Lebanon’s prominent TV talk show for a new year’s day episode revolving around people’s statements of hope.

Insights, Strategy and the Idea

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. We didn’t simply want to reassert the iconic Johnnie Walker Whisky as a produce of choice, we needed the Lebanese to Keep Walking again as they’ve always done. And so, through a participative edition of the Keep Walking Lebanon campaign we wanted to transform the negative media landscapes and conversations by using the people themselves as media and vehicles of hope.

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
Samer Shoueiry Leo Burnett Beirut Regional Digital Strategies/Innovation Director Director Levant
Jo Chemali Leo Comm Managing Director Pr Levant
Areej Mahmoud Leo Burnett Beirut Creative Director
Tony Kayouka Leo Burnett Beirut Director Of Innovation/Delivery
Davina Atallah Leo Burnett Beirut Creative Director
Nadia Deghaily Leo Burnett Beirut Art Director
Lama Bawadi Leo Burnett Beirut Copywriter
Hisham Kekhia Leo Burnett Beirut Communication Director
Diego De Aristegui Leo Burnett Communication Supervisor
Misbah Natour Leo Burnett Beirut Communication Executive
Raphael Jadaa Leo Burnett Beirut Communication Executive
Ghassan Jawhar Leo Comm Pr Executive
Tina Sioufi Leo Burnett Beirut Junior Digital Planner