2019 Winners & Shortlists

#BADDERABBEEK “(#IWillTeachYouALesson)”

BrandUNICEF LEBANON
Product/ServiceNON-GOVERNMENTAL ORGANIZATION
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryCharities & Non-profit
Idea Creation LEO BURNETT BEIRUT, LEBANON
Media Placement LEO BURNETT BEIRUT, LEBANON
PR LEO BURNETT BEIRUT, LEBANON
PR 2 MSL BEIRUT, LEBANON
Production LEO BURNETT BEIRUT, LEBANON
Production 2 PRODIGIOUS MIDDLE EAST Beirut, LEBANON

Write a short summary of what happens in the film.

We had put children and parents in an un-scripted experiment to prove our point. The social experiment starts by stating that “Children from all parts of Lebanon were invited to play the role of their parents in acting workshop”. We asked the children to show us, in an entirely unscripted approach, how do parents Love/Support but most importantly educate. Sadly, and to our lack of surprise, the children started to show violent behaviors (both physical and verbal) when prompted about education. They had confirmed that the definition of education for them is corrupted. Two words in Arabic: Badde-Rabeek, which are supposed to mean “I want to educate you” are exclusively used as “I want to teach you a lesson”. The social experiment ends with a call for reform from the children to Lebanese/Arab parents at large.

Cultural/Context information for the jury.

Lebanon is known to be lenient when it comes to coercive educational methods. We have institutionalized and normalized the use of violence. This is particularly true when it comes to children’s education. There are many reasons/triggers/causes that have helped develop this cult of violence against children in the country. We know that more than half the population employ violent methods, our data shows than even more people think violent educational methods could actually be effective. It didn’t take research-by-numbers to get to our insight, if you live long enough in the country the insight will jump right in front of you: The Lebanese have corrupted the usage of our language when it comes to education. We exclusively employ two words #BADDE-RABBIK in a negative and threatening way. These two words should mean “I WANT TO EDUCATE YOU” mean in fact “I WANT TO TEACH YOU A LESSON/HARM YOU”.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Rana Khoury Leo Burnett Beirut Creative Director
Jo Chemaly MSL Beirut Managing Director
Diego De Aristegui Leo Burnett Beirut Account/Planning Director
Youmna El Asmar Leo Burnett Beirut Planning Director
Manal Nagi Leo Burnett Beirut Creative Director
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Christian Manasci Leo Burnett Beirut Senior Copywriter
Rami Rikka Leo Burnett Beirut Art Director
Rawan Badr Leo Burnett Beirut Digital Community Manager
Gaelle Feghali Leo Burnett Beirut Communication Executive
Yara Basbous MSL Beirut PR Executive
Despina Memarogli Leo Burnett Beirut Art Director
Jennyfer Harb Leo Burnett Beirut Digital Palnner
Links
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