2016 Winners & Shortlists

THE MAKERS ACCOUNT

BrandBYBLOS BANK
Product/ServiceTHE MAKERS
EntrantFP7/BEY Achrafieh, LEBANON
CategoryUse of Licensed or Adapted Music
Entrant Company FP7/BEY Achrafieh, LEBANON
Advertising Agency FP7/BEY Achrafieh, LEBANON
Media Agency UM MENA Beirut, LEBANON
Production Company CLANDESTINO FILMS Beirut, LEBANON

The Campaign

An ode to Lebanon’s youth. The manifesto script is inspired by both the frustration and the hope of Lebanese 18 to 24 year olds. Being the 90’s post-war generation, these young people are the fruit of many years of obedience, to parent and society rules and expectations, uneasy to follow given Lebanon’s corrupt situation. The film begins by showing the childhood journey of the Lebanese youth, the things they had to go through, leading up to them revealing the change they want to create, by simply being given the freedom to create who they are. While they cite “History doesn’t have to repeat itself”, a group of young people stands on Lebanon’s most toxic sight, the trash mountain, the result of the old generation’s incompetence and corruption, which happens to be the only sight of Beirut’s full skyline.

Creative Execution

In our film, music plays as important a role as the visual in delivering our message and the power it holds. While we wanted the music to complement the images, we also aimed for it to be a powerful stand-alone piece. So we chose Lebanese underground band LUMI for its high popularity with our target audience and its unique rebellious sound to compose an original song for “The Makers” film. For a whole month before the actual shoot, we worked closely with the band to compose a song that delivers the script harmoniously and with high emotion, especially that the script is read in unison. The music reaches its crescendo at the turning point of the film and keeps the adrenaline high during the youth’s pledge, throughout the second part. The song contains subtle messages with lyrics like “take some action”, inviting the youth to act upon their words. It is timeless, memorable, and bound to the spirit of youth. This was evinced by the large number of inquiries about the music following the ad’s airing, which lead LUMI to decide to release the full track in its upcoming album.

Credits

Name Company Role
Emile Atallah Fp7 Beirut Managing Director
Wissam Mattar Fp7 Beirut Creative Director
Jad Chamaa Fp7 Beirut Art Director
Nadyn Chalhoub Fp7 Beirut Copywriter
Carl Bou Abdallah Fp7 Beirut Senior Brand Planner
Elie Geahchan Fp7 Beirut Group account Director
Toufic Jarawan Fp7 Beirut Senior account executive
Wissam Smayra Clandestino Films Director
Ray Barakat Clandestino Films Producer
Thodoris Zacharakis Clandestino Films DOP