2018 Winners & Shortlists

OUR LEBANON

Client/BrandTOUCH
Product/ServiceINDEPENDENCE DAY CAMPAIGN
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
Type of EntryPractices & Specialisms
CategoryCelebrity Endorsement
Idea Creation J. WALTER THOMPSON BEIRUT, LEBANON
Production INTAJ THE PRODUCTION HOUSE Beirut, LEBANON
Production 2 THE BRIGHTSIDE Beirut, LEBANON

The Campaign

With Lebanon's independence day just 3 weeks away, Touch, Lebanon’s leading mobile operator, decided to create the most united independence day parade the country had ever seen.

Execution

Time was of the essence, so we had to activate all our PR efforts in reaching out to the many celebrities, influencers and other entities, explaining to them the importance of this uniting message, and then coordinating with the massive number of people and their various agents involved in the parade on ground. (You try getting over 100 entities to sing in tune and march in tandem, and see how easy it is!)

Most shared message of unity in Lebanon ever. Most shared independence day ad in 2017. First commercial film in Lebanon that gets leaked and goes viral over WhatsApp before its launch date. 4 million social media views in 5 days. 95% of the population reached. Increase in brand love by 85%. On independence day 2017, during some of the most unstable times the country had ever seen, touch got the divided Lebanese to spread a message of unity.

The Situation

Lebanon needed a message of hope during a constitutional crisis. Gathering together over 100 celebrities, influencers and other entities to join hands and serve as an example of unity was a crucial PR manoeuvre that contributed to the country not slipping back into conflict.

The Strategy

In record time, touch brought together more than 100 Lebanese entities. Lebanon's youth, its defenders, its policemen, its fashionistas and celebrities, its miss Lebanon, its athletes, its talk show hosts and news anchors, its most famous influencers, its professionals, its doctors, its national airline, its bikers’ club, and its skilled workers, its talented musicians, its guitarists and drummers, its activists, its red cross, its firefighters, its comedians, its photographers, and its most famous composers. They all joined hands and marched together on the recomposed beats of the Lebanese national anthem, and asked all the Lebanese to join hands too and stay united. The group parade was turned into a short film for TV and online. And the short film became a viral tool carrying a message of unity in divided times.

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
Tarek Haddad J. Walter Thompson Beirut Managing Director
Hadi Abukhuzam J. Walter Thompson Beirut Account Director
Ramzy Salhab J. Walter Thompson Beirut Account Manager
Mohamad Kobrosly J. Walter Thompson Beirut Account Executive
Edgard Jinbachian J. Walter Thompson Beirut Head of Production
Clara Tomb J. Walter Thompson Beirut Agency Producer
Youssef Ayoub Intaj Executive Producer
Mazen Fayad - Director
Guy Manoukian - Music Composer
Roger Moukarzel - Photographer
Lara Haddad touch Chief Communications Officer
Ghada Barakat touch Corporate Communications and Relations Manager
Charbel Noun touch Corporate Communications and Relations Officer
Links
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