2017 Winners & Shortlists

INKLUSION

BrandLBCI
Product/ServiceTV CHANNEL
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryMedia & Publications
Idea Creation J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Production CITY FILMS Beirut, LEBANON

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. 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. 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.

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 center of discussion during 20 minutes of the show, including an interview to one of our veterans.

Insights, Strategy and the Idea

Our target were society in general: old generations who has witnessed the civil war and young generations who were about to repeat the same mistakes done but their parents. We reached them by making Inklusion be owned by LBCI and aired at prime time in their main program, during the independence day.

Credits

Name Company Role
Miguel Dianda J. Walter Thompson, Dubai Creative Director
Tomas Lavagno J. Walter Thompson Dubai Creative Director
Marco Bezerra J. Walter Thompson, Dubai Executive Creative Director
Max Elbo J. Walter Thompson, Dubai Art Director
Heather McDonald J. Walter Thompson, Dubai Head of Production
Nicolas Geahchan J. Walter Thompson, Dubai Regional Executive Creative Director
Alaa Ghazzi J. Walter Thompson, Dubai Senior Art Director
Suzanne Talhouk J. Walter Thompson, Dubai Head of PR
Lamis Kontar J. Walter Thompson, Dubai PR Director
Gilbert Nahas J. Walter Thompson, Dubai Agency Producer
City Films City Films Production House
Nadia Nahhas J. Walter Thompson, Dubai Account Manager
Marc Hadife City Films Director