| Brand | G NGO |
| Product/Service | G NGO |
| Entrant | J. WALTER THOMPSON BEIRUT, LEBANON |
| Category | Ambient Media: Small Scale |
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Entrant Company
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J. WALTER THOMPSON BEIRUT, LEBANON
|
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Advertising Agency
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J. WALTER THOMPSON BEIRUT, LEBANON
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Brief Explanation
With more than 70% of its forests already lost, Lebanon risks to soon be rid of all its greenery. One of the direct causes behind that is the excessive daily use of water. In response to this crisis, a Direct Mailer was sent to bloggers and influencers to illustrate the consequences of water waste.
Creative Execution
The direct mailer replicated the Lebanese flag, using only eco-friendly material for a 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.
Results
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 |