2019 Winners & Shortlists

#SHAMEONWHO

Client/BrandABAAD
Product/ServiceGENDER EQUALITY NGO
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryAmbient
CategoryInteractive Experiences
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.

Innovative and interactive outdoor channels are at the heart of our campaign as we aim to push the rape taboo from behind closed doors and publically expose rapists. We launch our social experiment where we document people’s real reactions to a rape victim in Beirut’s streets. The film sparks national outrage as we trigger our influencer program to fuel the debate. This encourages rape survivors to publicly face their rapists as we graffiti their facial composites and plaster them across the city walls, finally putting the shame where it belongs. We then hijack Beirut Marathon, where rape survivors refuse to run and face their rapists in Lebanon’s most mediatized outdoor event. Finally, we create an immersive play where people relive the real stories of rape survivors reenacted in a Lebanese house that represents the safest place a woman can feel, where unfortunately most assault cases take place.

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
Roy Khachan MSL Beirut PR & Communication Executive
Links
Video URL