2018 Winners & Shortlists

THE SPECIAL SHISHA

Silver
ClientAMERICAN UNIVERSITY OF BEIRUT MEDICAL CENTER (AUBMC)
ProductINSTITUTIONAL
EntrantTBWA\RAAD Beirut, LEBANON
Type of EntryHealth & Wellbeing: Education & Awareness
CategoryPublic Education & Awareness
TitleTHE SPECIAL SHISHA
Product/ServiceINSTITUTIONAL
Entrant TBWA\RAAD Beirut, LEBANON
Idea Creation TBWA\RAAD Beirut, LEBANON

The Campaign

Based on an internal study conducted by AUBMC (American University of Beirut Medical Center), the report findings proved that one hour of Shisha is equivalent to smoking 100 cigarettes. We decided to convey this message in a lighthearted and entertaining way, by surprising Shisha smokers with a special Shisha that literally contains 100 cigarettes instead of the usual tobacco head.

Creative Execution

We went to a regular Shisha coffee shop, with hidden cameras we focused on people who requested a Shisha. The waiter then surprised them with a Special Shisha they never expected, containing 100 cigarettes instead of the usual tobacco head. the shop clientele was in complete shock, they all refused the Special Shisha, or any shisha on that day.

Over 1 million views (in a country of 4 million), in less than a week on social media, the campaign triggered a lot of positive feedback. The video stunt became newsy, it was aired on local TV channels (MTV, LBCi...), but also on regional channels. Dr Ghazzal from AUBMC was interviewed on prime time news, Seminars and keynotes were organized in various hospitals on this matter, and the Lebanese government decided to reinforce the ban on public smoking in the country.

in Lebanon, Shisha consumption reached an alarming level. AUBMC wanted to send a message of awareness highlighting the threat of Shisha (Hookah) consumption. Based on an internal study conducted by AUBMC (American University of Beirut Medical Center), the report findings proved that one hour of Shisha is equivalent to smoking 100 cigarettes. We decided to convey this message in a lighthearted and entertaining way.

We wanted to shock the audience with an unexpected visual representation of a confirmed medical fact: 1 hour of Shisha = 100 cigarettes, and in order to reach that objective we decided to adopt a real live stunt strategy to maintain authenticity and the genuine emotions evoked by real people.

Credits

Name Company Position
walid kanaan TBWA\RAAD Chief Creative Officer
Krix Berberian TBWA\RAAD Creative Director
Neelay Shah Deja Vu Director
Wadih Saffieddine Deja Vu Producer
Links
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