2020/2021 Winners & Shortlists

PEACE CAMO

Grand Prix

Case Film

Presentation Image

BrandTHE LEBANESE ARMY
Product/ServicePEACE CAMO ARMY UNIFORM
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryConsumer Products
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production WONDERFUL PRODUCTIONS Beirut, LEBANON

Background

Lebanon’s history since independence has been marked by many alternating periods of stability & turmoil, both political & natural. The Lebanese Army has lived by its motto of Honor, Sacrifice & Loyalty through thick & thin of what the country has been through. To commemorate its 75th anniversary, the Lebanese Army wanted to remind people that it is always up to the most difficult missions, committed to serving, protecting and caring for Lebanon and its great people.

Describe the creative idea (40% of vote)

For centuries, soldiers around the world have worn camouflage to hide from the enemy. To most people, the camouflage patterns are a symbol of war & hostility. On the 75th Anniversary of the Lebanese Army, we decided to transform the camouflage from being a symbol of war to that of peace & love. We introduced ‘The Peace Camo’: A new camouflage that showcases messages of peace, unity & love through patterns inspired from real-life moments of Lebanese people & army solidarity. We created new camouflage patterns with illustrations of people embracing, kids playing, couple holding hands and generations coming together. With PeaceCamo, we repurposed the camouflage’s objective to tell the people that the army exists to protect & serve them. We made a symbol of war into an icon of peace while still serving its purpose of camouflaging.

Describe the execution (40% of vote)

The creative process to design the pattern was not a standard one and it wasn’t easy. It took us about a year to find the right images and 2 weeks to create the illustrations for each picture. An interdisciplinary team of textile engineers, graphic designers, illustrators, tailors & army uniform producers came together to combine the fabric & the pattern. The PeaceCamo was presented during the Army’s 75th anniversary celebrations. On August 1st, 2020, soldiers marched the capital city of Beirut wearing the new symbol of peace. We didn’t want to shout out loud about our initiative and wanted people around the world to get to know about it on their own. We created a short documentary style film on the crafting & tailoring of the uniform, that was posted on YouTube.

List the results (20% of vote)

The story of our innovative initiative of changing the symbolism around camouflage spread quickly with many leading publications in the region & around the world covering the story. Many social influencers, designers & fashion enthusiasts created their outfits inspired by the PeaceCamo. Some people on social networks even proposed that the PeaceCamo should be given to foreign armies also, with the hope its message of peace would achieve a bigger scale. Our campaign was also featured as one of the top 20 campaigns of 2020 by Campaign Middle East.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Bruno Bomediano TBWA\RAAD ECD
Alex Pineda TBWA\RAAD CD
Hugo Agostinho TBWA\RAAD Art Director
Simon Raffaghello TBWA\RAAD Copy
Rijin Kunnath TBWA\RAAD Designer
Xavier Cortez TBWA\RAAD Illustrator
Camilo Rojas TBWA\RAAD Motion Design
Romy Abdelnour TBWA\RAAD PR & Communications
Rouba Asmar TBWA\RAAD Production
Nelly Chahwan TBWA\Raad Production
Rozy El Beaini BOLT Production
Bhaskar Bateja TBWA\RAAD Strategy
Georges Kyrillos TBWA\RAAD CD
Jad Chidiac TBWA\RAAD AD
Diana Georges TBWA\RAAD Client Servicing
Roy Khalil Workbench Videography
Mona Bassil Freelancer VO Recording
Adriano Miranda Freelancer Illustrator
Gustavo Lopes Lake Produções Music & Sound Design
Paul Sabbagh Wonderful Productions Producer
Désirée A Wonderful Productions Producer
Rytta Mezher Wonderful Productions Producer
Aline Ouais - Director
Consulado - Consulado Case Study
Cosme FIlmes - Cosme FIlmes Packshot Video
Victor Chagas - Art Direction Case Study
Gabriel de Moura - Photographer
Martha Elizabeth Dueñas - Uniforms Production
Ingrid Guerreiro - Packshot Production
Links
Video URL