2019 Winners & Shortlists

THE SOUND OF SHISHA

Client/BrandAUBMC
Product/ServiceAWARENESS CAMPAIGN
EntrantTBWA\RAAD Beirut, LEBANON
Type of EntryAmbient
CategoryLive Advertising & Events
Idea Creation TBWA\RAAD Beirut, LEBANON
Production G. NAHAS FILMS Beirut, LEBANON

Cultural/Context information for the jury.

Lebanon, a country smoking its way to cancer In recent years, Lebanon has been ranked third globally for having the most smokers per capita, propelling this tiny country into the top 10 countries when it comes to smoking-related cancer. The Lebanese government has failed to enforce a smoking ban in public places and has received a violent backlash from the hospitality industry, which has pressured politicians to overlook this health crisis. Shisha is not “really” smoking While people in Lebanon have come to recognize the dangers of smoking, shisha is ironically seen as an exception. People even mention shisha as a healthier alternative, wrongly believing that this fun, flavoured and water-based social activity is not harmful to their health.

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

The sound of shisha ambient campaign shined a new light on a national health crisis previously overlooked in Lebanon - shisha smoking and its relationship to throat cancer. In partnership with the American University of Beirut Medical Center we surprised shisha smokers, in an unexpected and creative way, in the middle of their puffing at a café in Beirut. We turned their beloved shisha into a practical joke to deliver a powerful message they could no longer ignore. We got smokers all choked up in order for them to start protecting their throat and take this issue seriously. The video of the on-ground activation spread like wildfire on social media, winning over the public opinion with TV channels, bloggers and celebrities starting a national debate

Credits

Name Company Position
Walid Kanaan TBWA\RAAD Chief Creative Officer
Krix Berberian TBWA\RAAD Regional Creative Director
Tracy El Houeiss TBWA\RAAD Art Director
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Oswaldo Sa TBWA\RAAD Art Director ACD
Camilo Rojas TBWA\RAAD Motion Graphics Designer
Remie Abdo TBWA\RAAD Head of Strategy
Maxime Menant TBWA\RAAD Planning Manager
Nour Christidi TBWA\RAAD Copywriter
Gilbert Nahas G.Nahas Films Producer
Elie Kamal Elie Kamal Director/DOP
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