2015 Winners & Shortlists


CategoryUse of promotional stunts/live advertising/live shows/concerts & festivals

The Brief

We’ve been working on Picon’s CSR campaign for a few years now; and it has evolved dramatically from where we started. We never wanted something traditional, and since our primary target were kids, we started by taking over numerous schools’ civic education course and integrating our own program. As the project evolved, the kids’ role in the program increased so we were able to engage them fully. This year, seeing that the country has been incredibly mismanaged by adults, we decided to give kids the chance to take matters into their own hands to make the country a better place.

Describe how the promotion developed from concept to implementation

We launched the initiative through workshops that teach kids about Sustainable Development in general. We then encouraged the kids to come up with ideas to improve their regions; the ideas had to meet certain criteria, but most importantly, had to be sustainable. The kids submitted their ideas and a jury shortlisted the best ones, which were put online for a vote. Each region submitted a few ideas, and the winning idea per region was implemented. Our primary goal was to engage the kids, making them understand that they can they can truly make a difference, renewing their belief in a positive future for the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

We chose the winning project per region to implement: • Beirut: the kids created the first and only bicycle lane in Lebanon • North: the kids built a park as they were lacking green spaces in that area • South: the kids inaugurated a bus line serving 15 previously isolated rural villages • Bekaa: the kids prepared and painted 140 recycling cans for schools and set up a recycling process in their area through the cans The results were great: • 1,000 kids became brand ambassadors for the project • 50 schools participated • 3,000 people voted online • 4 big projects were completed

Explain why the method of promotion was most relevant to the product or service

We engaged kids in schools, and online. We were able to reach them on a grand scale and have them interact with the brand on many levels. The brand is so rooted in Lebanon’s culture that it made sense for it to be the catalyst of change for the kids. This was the first time a brand went beyond traditional CSR in the country by empowering its core target to stand for a positive change.


Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Tania Saleh Leo Burnett Beirut Creative Director
Nayla Baaklini Leo Burnett Beirut Senior Art Director
Tarek Bacha Leo Burnett Beirut Copywriter
Jo Chemali Leo Comm Managing Director Pr Levant
Rita Chammas Leo Comm Pr Communication Supervisor
Peter Mouracade Leo Burnett Beirut Head Of Communication
Hisham Kekhia Leo Burnett Beirut Communication Supervisor
Misbah Natour Leo Burnett Beirut Communication Executive