| Brand | G NGO |
| Product/Service | G NGO |
| Entrant | J. WALTER THOMPSON BEIRUT, LEBANON |
| Category | Use of Ambient Media: Small Scale |
|
Entrant Company
|
J. WALTER THOMPSON BEIRUT, LEBANON
|
|
Advertising Agency
|
J. WALTER THOMPSON BEIRUT, LEBANON
|
Brief Explanation
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.
A direct mailer was created, replicating the Lebanese flag. 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, and use after use, with running water, the cedar disappears.
Hanging from our cedar is a small message that made a big point: “the more you use water, the faster I disappear”.
Results and Effectiveness
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.
Creative Execution
The cedar shaped soap was sent to 60 bloggers, influencers and key political figures around Lebanon.
Insights, Strategy and the Idea
The project targeted bloggers, influencers and key politicians, because these are the most trusted, idolized and followed people across the country, making them the perfect initiators of change on a national scale.
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 |