2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Since 2019, Lebanon has been hit by a devastating nationwide economic crisis. It has impacted all classes, as the local currency, the Lebanese Lira, decreased in value by 400%. This situation resulted in a total stop in media spend for most companies, as they could barely afford to pay their own employees, leaving hundreds of billboards abandoned like blank canvases on the side of the roads. Crème Ideal, a local beauty brand that also had to cut its marketing and media budget by 90% took these abandoned blank canvases as an opportunity to re-advertise their famous claim “cleanse and lighten the skin.” By using only a portion of the outdoor panels, Crème Ideal managed to not only save more than $130K in media spending, but gained over 3 million nationwide impressions and managed to increase their sales by 3.2% over the three months following the campaign.

Translation. Provide a full English translation of any text.

Crème Ideal cleanses and lightens the skin

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Larger