Brand | PROCTER & GAMBLE / PAMPERS |
Product/Service | N/A - CSR |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Fast Moving Consumer Goods |
Idea Creation
|
LEO BURNETT BEIRUT, LEBANON
|
PR
|
LEO BURNETT BEIRUT, LEBANON
|
PR 2
|
MSL BEIRUT, LEBANON
|
Production
|
LEO BURNETT BEIRUT, LEBANON
|
Production 2
|
1505 STUDIO Beirut, LEBANON
|
Write a short summary of what happens in the film
The film is a letter written to baby George, a baby born near the Lebanese port the moment the Beirut August 4 blast occurred. The letter is welcoming him into the word and explaining to him what happened when his mother went into labor. The letter continues to thank the medical staff and his parents, who fought so hard for him to make it against all odds and provide the world with a ray of hope when they needed it the most. The film continues to welcome baby George and reveal a CSR initiative for baby relief in Lebanon during these dark times.
Cultural / Context information for the jury
Since 2019, Lebanon has been facing crisis after crisis, from an economic collapse, to a breakdown in the country’s banking system and freefall of the Lebanese Lira, as well as a global pandemic, all of which have created a profound and ongoing effect on people’s livelihood. The cataclysmic explosion that rocked Beirut on August 4th, 2020 could not come at a worse moment, further exacerbating an already serious economic, financial and social crisis, and hurtling the Lebanese people into a dangerous unknown.
After the devastating blast, social media was replete with phone and security camera footage of the giant mushroom cloud that engulfed Beirut and its destructive impact turning homes, hospitals and streets to ruins and rubble. Social media feeds became outlets for emotional expression, with people sharing their horrifying stories, and others sharing their messages of support and solidarity.
Credits
Malek Ghorayeb |
Leo Burnett Beirut |
Oversee the work making sure the brand pillars are kept |
Nada Abi Saleh |
Leo Burnett Beirut |
Overseeing the quality of the work making sure the communication objectives are met |
Youmna El Asmar |
Leo Burnett Beirut |
Planning Lead and overseeing the quality of the work |
Rami Rikka |
Leo Burnett Beirut |
Ideation, Overlooking the entire campaign |
Alisar Daher |
Leo Burnett Beirut |
Ideation, Copywriting and overlooking the entire campaign |
Gabriel Abou Daher |
Leo Burnett Beirut |
Overlooking the production and managing the production process |
Christopher Nehme |
Leo Burnett Beirut |
Communication Lead, Overseeing the quality of the work making sure the communication objectives are met |
Line Mansour |
Leo Burnett Beirut |
Communication Lead, Ideation, Overlooking the entire campaign |
Farah El Beaini |
MSL Beirut |
PR lead, overlooking all PR plans |
Layla Gaussin |
MSL Beirut |
PR project management and overlooking the entire PR amplification of the campaign |
Links
Social Media URL