2018 Winners & Shortlists

THE RESCUE TILES

Client/BrandRECYCLE BEIRUT
Product/ServiceTHE RESCUE TILES
EntrantGREY BEIRUT, LEBANON
Type of EntryProduct Design
CategoryWell-being, Environmental Impact & Solution
Idea Creation GREY BEIRUT, LEBANON

The Campaign

While Lebanon was hosting the biggest number of Syrian refugees in the world, its government was struggling with a massive garbage crisis. To solve one problem using the other, Recycle Beirut turned glass, construction waste and rubble into recycled tiles. These tiles were then used to cover the damp and cold floors of children's makeshift schools in refugee camps. The rescue tiles therefore collaborated in solving the waste problem by protecting children from freezing cold and life-threatening diseases.

Creative Execution

Design elements The material used for these tiles are all recycled waste, mixed together to create vintage Lebanese tiles that are beautiful to look at and eco-friendly as well. Touch points: The rescue tiles are not made for aesthetic purpose only but serve a bigger cause, that of protecting children from diseases and healing the local environment. Elements: The elements used in these tiles are made of construction waste and glass in order to replicate the tiles used in heritage homes in Lebanon. The process: The elements are sorted first, glass is crushed and turned into sand then mixed with construction waste. The tiles are then cut by hand one by one. Scale: The rescue tiles started out as a small initiative and are now sold across the country in different sizes and styles.

Indication of how successful the outcome was in the market

The rescue tiles were a milestone in Recycle Beirut's journey. We reached high levels of awareness as a business but the impact was much bigger. The rescue tiles shifted the mindset of Lebanese regarding recycling and helped creating a part of the solution. Refugees and residents also benefited from this initiative given the low cost of the tiles. Sales picked up and Recycle Beirut is now distributing tiles across the country.

Brand relevance: In the absence of governmental efforts to solve the garbage crisis and the lack of awareness among the Lebanese population about the importance of recycling, the newly established Recycle Beirut wanted to create awareness among the Lebanese population about the importance of recycling and the positive impact it could have on the environment as well as refugee communities. Our audience: Every resident on the Lebanese territories. Approach: By proving the efficiency of the first rescue tiles project we were able to promote the concept of recycling and how it can solve deeper social issues such as protecting human lives.

Credits

Name Company Position
Cynthia Karaan Grey MENA Creative Director
Challita Challita Grey MENA Senior Art Director
Monique Bejjani Grey MENA Senior Art Director
Ali Shabaz Grey MENA CCO
Links
Website URL