2020/2021 Winners & Shortlists

Background

In October 2019, a fire destroyed Lebanon’s forests sparking massive local protests leading to the ongoing revolution the country is witnessing. The government’s lack of response was the last drop in years of inadequacy, which put the country in one of its most difficult socio-economic periods. Two months later, Exotica, Lebanon’s leading plant and decoration shop, lost most of its inventory in a massive warehouse fire, right before Christmas. Inspired by the resilience of the Lebanese people and the lack of governmental initiatives, Exotica wanted to turn an unfortunate event into a positive act by raising donations to the association for forests development and conservation: AFDC.

Describe the creative idea (40% of vote)

The Lebanese have always been the “phoenix people ''. Fueled by the government’s lack of action, people started asking for real change, taking their future into their own hands. Lebanese were no longer only rising from the ashes but propelling the country into a new era. We saw in the burnt pots that survived the Exotica fire the perfect metaphor for the Lebanese people: after everything around them burnt down, they not only survived but also flourished. Thus, #wetheunburnt campaign came to life turning each pot into a tribute to those who, against all odds, refuse to crumble to ash.

Describe the execution (40% of vote)

Following Exotica’s warehouse-fire, we found ourselves with an entire inventory of burnt pots that had no monetary value. Normally, a company would have thrown out the entire stock, but these are not normal times we are living in. Inspired by the current situation, we saw these pots and their marks as the perfect metaphor representing young Lebanese people’s resilience. We chose to use design not to cover the burns but highlight and celebrate their natural beauty instead. We created #wetheunburnt and reached out to 15 emerging-artists to illustrate what they felt “unburnt” meant using our pots as a canvas. We also branded burnt pots with our hashtag using minimal colors that appeal to our target audience: young leaders of the revolution. These salvaged pots were auctioned and sold in all exotica branches and now serve as a constant reminder that no matter how strong the fire, we always emerge stronger.

List the results (20% of vote)

As the campaign is still ongoing and the results are being collected on a daily basis, however since the launch of the event the following results have been recorded: 1. 1.2 million impressions on Social Channels and counting 2. 8K Shares 3. 400 Pots Sold / Trees Planted and counting 4. 40% increase in followers on social channels and counting