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.

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.

•The old veterans were able to cover up their tattoos, which in turn covered up their past history with the war so that their society can forget about the civil war and not repeats the past's mistakes. Also, tattoo artists called up LBCI and offered their services to the audience of the show. • 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. • 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 Situation

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. Through an intervention to veteran's old tattoos, we managed to deliver a strong message to lebanon ,making Inklusion part of the conversation.

The Strategy

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.