2017 Winners & Shortlists

The Campaign

The idea is to cover the old militia tattoos with new ones to help the veterans get closure, move on, and inspire the young ones to unite together for a united Lebanon. The design of the tattoo needed to show unity and what can bring people together: a strong feeling of nationalism. That's why we used the cedar's tree (the national symbol in the Lebanon flag) and the hands with different colours together, forming the country's symbol.

Creative Execution

Inklusion took over two months of hard work: conceptualizing, finding the proper cast (many veterans were apprehensive to participate, even one of our cast members requested to have his face hidden), finding the proper place to shoot (the ruins of a school conquered by the civil war, on the no-man’s land between the Christian and Muslim areas), then starting conversations with LBCI (one of the main Lebanese channels), get them air it during the independence day, at prime time and as the center of discussion during 20 minutes of the show and the theme of the episode. The design of our symbol was done in collaboration with tattoo artists and we used it to cover the old militia tattoos but also, in order to take our message further, to cover old hate messages on the walls of Beirut. To do that we made a stencil with our symbol.

Indication of how successful the outcome was in the market

The value added to LBCI, was that we managed to be the main content during their primer time. But most important, we gave veterans an opportunity to speak up, be listened and move on by covering their old hate tattoos with one that shows unity and hope, even inspiring young generations.

This content marketing strategy draws and develops a larger story off of the Lebanese civil war based upon the old veteran's civil war past to help them get over and move on from it, in addition to creating a better future for the veterans and the rest of the Lebanese people. Yes, we designed a symbol to cover tattoos, but the strategy was to inspire, through this symbol, the young generations and to invite the elder ones, to give a united future a chance.