Brand | THE LEBANESE ARMY |
Product/Service | PEACE CAMO ARMY UNIFORM |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Not-for-profit / Charity / Government |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Production
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WONDERFUL PRODUCTIONS Beirut, LEBANON
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Cultural / Context information for the jury
For centuries, soldiers around the world have worn camouflage to hide from the enemy. To most people, the camouflage patterns are a symbol of war & hostility. On the 75th Anniversary of the Lebanese Army, we decided to transform the camouflage from being a symbol of war to that of peace & love.
We introduced ‘The Peace Camo’: A new camouflage that showcases messages of peace, unity & love through patterns inspired from real-life moments of Lebanese people & army solidarity.
We created new camouflage patterns with illustrations of people embracing, kids playing, couple holding hands and generations coming together. With PeaceCamo, we repurposed the camouflage’s objective to tell the people that the army exists to protect & serve them. We made a symbol of war into an icon of peace while still serving its purpose of camouflaging.
Credits
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 |
Georges Kyrillos |
TBWA\RAAD |
CD |
Jad Chidiac |
TBWA\RAAD |
AD |
Diana Georges |
TBWA\RAAD |
Client Servicing |
Bhaskar Bateja |
TBWA\RAAD |
Strategy |
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 |