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 war ended more than 25 years ago and they should be able to move on through body, mind and soul.

Creative Execution

Inklusion is the result of over two months of hard work, from 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 (in the ruins of a school, that was conquered by the civil war, on the war's no-man’s land between the Christian and Muslim areas, which was one of the most prominent arenas that the war took place), 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 episode even included an interview to one of our veterans.

Inklusion was aired during prime time as part of a special TV show and one of the veterans from the video even appeared as a guest and was interviewed. For 25 minutes, Inklusion was the main topic on one of the most watched and most popular TV shows, giving us a free media exposure worth 2 million dollars. The message was also spread by the audience on social media channels through the night and even tattoo artists contacted the show to offer their services. Inklusion not only gave closure and redemption to three civil war veterans, it also invited an entire society to heal old wounds and move on together into the future as one country.

Inklusion is the story of real veterans of the Lebanese Civil War and how through by changing their militia tattoos they try to change the way society look at them, and move forward to a more unified Lebanon. This content was part of the LBCI channel program "Hawa El Horiya" (The Air of Freedom) a political show that talks around freedom of expression and opinion. It was broadcasted during their Independence Day show, at prime time, and it was the centre of dicussion during 20 minutes of the show, including an interview to one of our veterans.

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.