2019 Winners & Shortlists

Cultural/Context information for the jury.

In light of all the recent social media missteps that have made the news across the region, we wanted to raise awareness of the importance of using social media responsibly. And we wanted to do so in a way that would get people talking both online and offline. Alfa Mobile being Lebanon's number one Telecom provider felt it was best positioned to talk about this problem and address it in an impactful and meaningful manner.

Write a short summary of what happens in the ambient or digital execution or campaign.

We created a series of interactive billboards that appeared on buildings all across Beirut. At night they came to life. Private moments became public for all to see. It made people realize how things that are private shouldn't be shared for the whole world to see. The interactive outdoors appeared in the relatively trendy neighborhoods of Beirut where there was a high footfall of young people. At night the billboards came to life, a time when our target audience was out on the town socializing.