2018 Winners & Shortlists

VALENTINE'S

Client/BrandAMERICAN UNIVERSITY OF BEIRUT MEDICAL CENTER (AUBMC)
Product/ServiceINSTITUTIONAL
EntrantTBWA\RAAD Beirut, LEBANON
Type of EntryHealth & Wellbeing: Services and Corporate Communications
CategoryCorporate Image & Communication
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. The perception of AUB medical center also changed to a more positive one, people perceived the hospital as a place full of love and commitment, a trustworthy and rewarding place.

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 message with a human message: unconditional love. Agency used its PR to get maximum involvement from celebrities and media, free of charge.

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.

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
Social Media URL