2019 Winners & Shortlists

#SHAMEONWHO

Short List
Client/BrandABAAD
Product/ServiceGENDER EQUALITY NGO
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryInnovation in Outdoor
CategoryAmbient Outdoor
Idea Creation LEO BURNETT BEIRUT, LEBANON
Media Placement LEO BURNETT BEIRUT, LEBANON
PR LEO BURNETT BEIRUT, LEBANON
PR 2 MSL BEIRUT, LEBANON
Production ROAD 2 FILM Beirut, LEBANON

Cultural/Context information for the jury.

The Lebanese society is deeply rooted in patriarchy to the point of shaming and blaming women who are victims of rape. People criticize the way the victim dresses, the way she looks, her actions, etc… Victims of rape are accused of being at fault and called names. A very common Lebanese word used when “accusing” a rape victim is Feltene “??????” which means someone who is morally loose. Victim blaming is the main reason women do not report rape cases in Lebanon fearing scandal and stigma.

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

To expose the Lebanese patriarchy we conducted a social experiment in the popular streets of the capital to show how people reacted to the cries of a rape victim. After revealing our social experiment online and sparking local and international outrage, more women were encouraged to come forward. The survivors described their rapists in details, and we collaborated with female graffiti artists to turn these descriptions into immersive graffiti/outdoor installations of the rapists’ facial composites, and publically exposed and shamed them in Beirut’s streets. We turned real stories into interactive installations, using simple yet powerful black and white design along with our main campaign message #ShameOnWho, and placed them in prime locations around the city. Through motion detector VO technology placed under each graffiti, pedestrians were compelled to stop by and listen to the survivors’ stories, judging for the first time, the rapist not the victim.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Jo Chemaly MSL Beirut Managing Director
Rana Khoury Leo Burnett Beirut Creative Director
Christina Salibi Leo Burnett Beirut Associate Creative Director
Lea Salibi Leo Burnett Beirut Creative Director
May Chaker Leo Burnett Beirut Communication Supervisor
Samer Chamata Leo Burnett Beirut Communication Manager
Farah El Beaini Leo Burnett Beirut Senior Communication Executive
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Sara Egavian Leo Burnett Beirut Art Director
Christopher Nehme Leo Burnett Beirut Communication Manager
Zeina Mokdad Leo Burnett Beirut AV Production Manager
Elias Achkar Leo Burnett Beirut AV Producer
Philippe Araman Leo Burnett Beirut Regional Digital Director
Jennyfer Harb Leo Burnett Beirut Digital Palnner
Annie-Rita Kassarjian MSL Beirut Junior Communication Executive
Mariam Shour Leo Burnett Beirut Junior English Copywriter
Lama Assaf Leo Burnett Beirut Art Director
Rania Waked Leo Burnett Beirut Digital Director
Layla Gaussin MSL Beirut Junior Communication Executive
Maia Sahyoun MSL Beirut PR Executive
Links
Video URL