Brand | G NGO |
Product/Service | G NGO |
Entrant | J. WALTER THOMPSON BEIRUT, LEBANON |
Category | Well-being, Environmental Impact & Solution |
Entrant Company
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J. WALTER THOMPSON BEIRUT, LEBANON
|
Advertising Agency
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J. WALTER THOMPSON BEIRUT, LEBANON
|
Brief Explanation
G is a Green NGO committed to providing effective solutions for businesses and organizations. It focuses on promoting a healthier environment, a cleaner earth and a more sustainable future. G's multinational consulting team consists of a wide range of environmental consulting professionals, certified engineers, landscape and urban architects, and LEED APs.
The Brief
While the Lebanese still take pride in their green country, they are not aware that their thoughtless waste of water has a direct effect on the loss of forests in Lebanon.
G needed an idea that would change their perception.
How the final design was conceived
To grab the Lebanese’s attention, we needed to directly demonstrate the impact of their water wasting habits. A direct mailer was created, replicating the Lebanese flag while only using eco-friendly material for the box. At the center was a cedar tree, the national emblem of our country, made out of soap.
Once the soap is removed, the Lebanese flag loses its tree. Hanging from our cedar made of soap, is a small message that made a big point: “the more you use water, the faster I disappear”. That’s exactly what happens. Use after use, with running water, the cedar disappears.
The direct mailer also carried a few simple tips on how to reduce daily water waste.
Indication of how successful the outcome was in the market
The cedar shaped soap was sent to 60 bloggers, influencers and key political figures around Lebanon.
The net and media quickly picked up, and using water responsibly became a top of mind subject of discussion. Renowned Lebanese bloggers and local cultural networks shared and reposted the initiative such as nogarlicnoonions, Lebtivity, LebaneseHeadlines, Blog Baladi, Jo’s Box to name a few.
Credits
Nicolas Geahchan |
J.Walter Thompson Beirut |
Executive Creative Director |
Paola Mounla |
J.Walter Thompson Beirut |
Associate Creative Director |
Dina El-Khouri |
J.walter Thompson Beirut |
Art Director |
Maya Khourchid |
J.walter Thompson Beirut |
Copywriter |
Raymond Seropian |
J.walter Thompson Beirut |
Junior English Copywriter |
Jennifer Sarkis |
J.walter Thompson Beirut |
Junior Arabic Copywriter |
Antoine Kilzi |
J.walter Thompson Beirut |
Head of Production |
Tarek Haddad |
J.Walter Thompson Beirut |
Managing Director |
Jad Hindi |
J.Walter Thompson Beirut |
Account Director |
Lea Halwani |
J.walter Thompson Beirut |
Account Manager |
Suzanne Talhouk |
J.walter Thompson Beirut |
PR Director |
Lamis Kontar |
J.walter Thompson Beirut |
Media Relations Manager |