2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

Situation: Lebanese people are very patriotic, especially when it comes to their flag and the cedar within - their national tree and symbol of the country’s pride. It is seen across all governmental and national institutions, and paraded at festivals, sports matches, national holidays and even during elections. It is a distinctive symbol that unites citizens of Lebanon with the larger Lebanese population living outside the country. Ironically however, Lebanese people aren’t very aware about how their cedar is threatened by deforestation. Idea : At a high-profile national basketball match between two of Lebanon’s biggest teams, we shocked the fans, viewers and listeners (radio) by replacing the Lebanese anthem with the Austrian anthem. People expressed shock and dismay, but soon realised that the Austrian flag is the Lebanese flag without the cedar - showing that if Lebanon loses its cedar, it loses its identity.

Cultural / Context information for the jury

The Lebanese people are very patriotic citizens. Their flag and the cedar tree within it is celebrated, worn proudly and is represented across everything from street art and governmental buildings to clothing and accessories. However, the physical cedars of Lebanon were experiencing a steady, year-on-year decline in the nation’s forests. We wanted to leverage the patriotism of Lebanese citizens to help protect, conserve and contribute to the reforestation of their national pride – the cedars.