2018 Winners & Shortlists


CategoryLive Brand Experience
Idea Creation TBWA\RAAD Beirut, LEBANON

The Campaign

Baby Awad was born prematurely, and babies who are born that way goes through a lot of complications. But his parents endless devotion for 4 months kept this baby alive. On Valentine night, we decided to turn the main hospital hall into the most romantic venue, inviting celebrities and renowned chefs to surprise both parents with an unforgettable Valentine evening.

Creative Execution

On the 14th of Feb, the social media scene was invaded with different kind of commercial messages related to Valentine Day: restaurants announcing singers, special menus and romantic venues. AUBMC Facebook page surprised the Lebanese with a different kind of message: a celebration of the true meaning of love, through a romantic stunt involving young parents who found themselves forced to spend that night in the premature department of the hospital with their premature born baby.

The video invaded the social media getting positive feedback and comments across many channels, including many key bloggers and influencers.

American University of Beirut Medical Center (AUBMC) wanted to celebrate Valentine Day in an unconventional way, by demonstrating unconditional love through a video stunt, targeting an unaware couple residing in the hospital, in the most romantic surprise. The video was published on social media, as a piece of entertainment with a human message: unconditional love.

Insights, Strategy and the Idea

In order to break the perception that hospitals are cold and gloomy, AUBMC decided to showcase the human, generous and emotional aspect of the hospital by giving back the true meaning of one of the most celebrated occasions in Lebanon: Valentine Day.


Name Company Role
walid kanaan TBWA\RAAD Chief Creative Officer
Krix Berberian TBWA\RAAD Creative Director
Neelay Shah Deja Vu Director
Wadih Saffieddine Deja Vu Producer
Social Media URL