2018 Winners & Shortlists

EM KHALIL

Grand Prix
Client/BrandBOU KHALIL SUPERMARKET
Product/ServiceCORPORATE
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
Type of EntryAmbient
CategorySpecial Build
Idea Creation J. WALTER THOMPSON BEIRUT, LEBANON

Brief Explanation

To tilt the balance of gender inequality in Lebanon, we went where few brands have gone before. We created our own counter brand: Em Khalil. Bou Khalil means 'father of Khalil'. Em Khalil means ‘mother of Khalil’, the voice that tackles gender-associated laws and societal stereotypes. Em Khalil was launched on her very own Instagram account. Then, on Women’s Equality Day, we crossed from the digital world into the real world, in one bold, guerrilla move: We quickly high-jacked the signage of Bou Khalil Supermarket’s flagship store and gave it to Em Khalil, as a sign of solidarity with women. Moreover, couples who showed up to shop together got a 10% discount on their purchases, to encourage men to pull equal weight in grocery shopping. bloggers and media picked up on the story. Em Khalil and Women’s Equality Day were in the news for the first time in Lebanon.

Credits

Name Company Position
Nicolas Geahchan J. Walter Thompson Beirut Regional Executive Creative Director
Paola Mounla J. Walter Thompson Beirut Creative Director
Elie Nasr J. Walter Thompson Beirut Art Director
Maher Dahdouh J. Walter Thompson Beirut Copywriter
Jennifer Sarkis J. Walter Thompson Beirut Arabic Copywriter
Tarek Haddad J. Walter Thompson Beirut Managing Director
Billy Baz J. Walter Thompson Beirut Group Account Director
Lea Halwani J. Walter Thompson Beirut Account Manager
Gregory Muyesseroglu J. Walter Thompson Beirut Account Executive
Toni Kilzi J. Walter Thompson Beirut Head of Print Production
Mohamad Awkal J. Walter Thompson Beirut Social Media Manager
Ralph Boukhalil Bou Khalil Supermarket Commercial Manager
Links
Social Media URL