2020/2021 Winners & Shortlists


Silver Lynx

Case Film

Presentation Image

CategoryChallenger Brand
Idea Creation PHENOMENA Beirut, LEBANON
Production PHENOMENA Beirut, LEBANON

Cultural / Context information for the jury

"I declare" in Arabic means "I advertise" at the same time. 100 years ago, in 1920, Lebanon was declared a state. In 2020, instead of celebrating the 100 years' declaration, we thought why not celebrating our centennial with a creative nation wide idea by launching hundreds of positive declarations on all media to revive the sector during the toughest times we are going through due to the economical and political crisis in addition to Covid-19 pandemic lockdowns. The media scenes became empty, blank and silent.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

We decided to turn the AD into A DECLARATION. We proposed to the AA the (Advertising Association in Lebanon) to endorse and to launch the (I DECLARE/I ADVERTISE) Advertising Festival: 01- To celebrate the 100 years of Lebanon declaration(1920-2020) 02- To revive the media and advertising industry by filling the emptiness with creativity hope colors and positivity. We invited all institutions, agencies, brands, media and individuals to declare / advertise again during the month of august 2020, with special and affordable packages under one message “I DECLARE”. Each brand, institution, agency or media had to complete “I DECLARE” message by announcing and claiming its specific declaration. "I DECLARE" was the biggest national campaign ever done in Lebanon and the region. It endorsed 60 media companies, 97 brands and hundreds of individuals, contributions and participations in only 4 days.


Name Company Role
Sami Saab Phenomena Creative Director
Anne-Marie Chakhtoura Phenomena Associate creative director
Patrick Nacouzi Phenomena Production Manager
Josette Rouphael Phenomena Producer on all productions