2020/2021 Winners & Shortlists

PEACE CAMO

Short List
BrandTHE LEBANESE ARMY
Product/ServicePEACE CAMO ARMY UNIFORM
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryBrand & Communications Design
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production WONDERFUL PRODUCTIONS Beirut, LEBANON

Cultural / Context information for the jury

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. During the last year, due to COVID-19 and the political and economic crisis affecting the country, the Lebanese Army has been responsible for establishing peace between protesters, helping resolve conflicts and protecting both the government and civilians to preserve security and civil peace. 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.

Tell the jury about the illustration.

We created new camouflage patterns with images of people embracing, kids playing, couple holding hands and generations coming together. Instead of different shades of the same color, the new pattern makes use of pictures of daily life scenarios. The pattern is a combination of a flat design interpretation of the image and an abstract shadow. The white space between different patterns is filled with abstract shapes to give a complete camouflage effect. The Army high ranks participated in all the processes, most importantly, in providing us with the photos and their stories; also sharing anecdotes and other significant data that served as inspiration for the team to create the final textile design illustrations. It took us about a year to find the right images to use as inspiration, and 2 weeks to create the illustrations for each picture, getting the right details, scale, and proportion for each one of them.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Joe Lahham TBWA\RAAD General Manager/MD
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 TBWA\RAAD 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