2015 Winners & Shortlists


Short List
Product/ServiceINDEPENDENCE 2014
CategoryUse of digital in a promotional campaign
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON

The Brief

With ongoing political and religious divisions continuing to deepen, and still no agreement on a new President, 2014 was the year that Lebanon saw its unity crumble. With Independence Day around the corner, Beirut Celebrations, known for their nationalistic events and projects, needed to find an online activation to target the entire population, both in Lebanon and out, giving them a glimmer of hope in a hopeless situation.

Describe how the promotion developed from concept to implementation

Seeing as the streets were a sensitive place to start an activation, we went online to create a portal, where Lebanese from all over the world could express their unity. With a simple click of a button they could stand hand in hand to create the world's first virtual human chain using Google Earth. No flags, no protest signs, just a show of unity that would represent the national wish to mend our divisions. We wanted to present the nation with a place, where on Independence Day 2014, everyone could come together, under one banner: Hand in hand for Lebanon.

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

In a matter of days, United Hands had spread across social media - not just within Lebanon but also throughout the Lebanese community abroad. Over 7,800 people joined hands, including celebrities, politicians, and even the ex-Prime Minister. Then on November 30th, the online initiative inspired a real life human chain. Tens of thousands of Lebanese citizens gathered on the coast to join hands in the name of unity, making headline news on all major local TV channels and newspapers, as well as regional and international news outlets, as one of the largest human chains in Middle East history.

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

Lebanon is a delicate society. With 18 different official religions and countless political parties, the country constantly walks a dangerous line between agreement and all out conflict. Beirut Celebrations is a non-partisan institution, building dialogue within the population by creating inclusive and purely nationalistic events. At a time when hope had all but faded, the United Hands website became a place where citizens, regardless of their affiliations, could express their nationalism. By virtually standing hand in hand with one of their compatriots, the Lebanese were given the opportunity to express their unity, free from political, religious and social pressures.


Name Company Role
Fadi Mroue République Creative Director
Yasmin Murad République Creative Director
Emile Harb Codefish Project Manager
Ayman Serhan Codefish Project Manager
Ramy Doss Republique Digital Art Director