2020/2021 Winners & Shortlists


Product/ServiceLEBANESE ARMY
CategoryUse of Print or Outdoor
Idea Creation TBWA\RAAD Beirut, LEBANON

Why is this work relevant for Brand Experience & Activation?

By inviting demonstrators to fill in a blank on our billboards using spray paint to create an army slogan, we presented them with a new experience, which built affinity between them and the army. Demonstrators had been spray-painting anti-government slogans across the country, so this act presented the army in a friendlier light. We also gave readers of the army magazine an interactive experience by allowing them to fill in a blank on the cover to create their slogans, bringing them even closer to the army. The incomplete slogan was also posted on social for people to edit and share.


On October 17, 2019, massive anti-government demonstrations broke out in Lebanon. Hundreds of thousands took to the streets to protest long-standing corruption and express their lack of faith in the state’s institutions. The Lebanese army was ordered to intervene, and they were immediately perceived as “oppressors” by their own people. On Independence Day, when the army holds an annual parade and greets the public through an outdoor campaign, we were faced with a difficult task: how to re-instill faith in the military as an institution and remind people of why they should celebrate the army.

Describe the creative idea (20% of vote)

Since we wanted to challenge the perception of the army as oppressors, we invited the Lebanese public to express themselves and spread their own support of the army. We covered billboards with the army’s emblem and an incomplete slogan (In defense of Lebanon’s ____), and asked people to spray-paint their own answers. Throughout the revolution, people had been spray-painting anti-government slogans across the country; so, giving them spray-paint canisters was a disruptive way to tell them they were free to express themselves, while reminding them that the army is there to defend them. We launched an edition of the official army magazine with the incomplete slogan on the back cover, so people could write their answers and upload pictures of them online. Next, we invited people to fill in the blank on social. After the posts poured in, we broadcast the most inspiring answers on LED screens across the country.

Describe the strategy (20% of vote)

Nothing can re-instill people's trust in the army, but knowing the army is on their side. We had to demonstrate the army cares about the people and only the people, without taking sides. Hence we gave the possibility for people to tell the army what they would like it to focus on. Showing a dedication to the people's agenda. Insight: People need to know the army is on their side to retreat it. Strategic idea: Personalize the offer to the people's demand.

Describe the execution (30% of vote)

The campaign was unveiled on billboards across the country on Independence Day. Four reputed Lebanese celebrities from different walks of life (an ex-sports champ, a comedian, a writer and Lebanon’s first female pilot – 550 K followers in total) were immediately invited to spray-paint their answers and upload pictures/videos of themselves doing so online. This triggered people to create and post their own slogans on social media. The November edition of the army’s official magazine was also launched with the incomplete slogan on the back cover, reaching 80,000 of the army’s followers and enabling them to express their support and post pictures of their slogans. Finally, following Independence Day, the most moving social posts were rebroadcast on LED screens across the country for a total of 5 days.

List the results (30% of vote)

-Reach: Over 3 million people -Thousands of slogans were created -Campaign was covered on prime-time news and online by 20 of the country’s top news outlets -100 K reactions online -30% increase in positive sentiment towards the army online -0 clashes between the army and people on Independence Day -Finally, we were able to re-instill faith in the army and rally people to truly celebrate its contributions. A civil parade was held in parallel with the annual military parade on Independence Day, for the first time in Lebanon’s history.


Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Georges Kyrillos TBWA\RAAD Creative Director
Jad Chidiac TBWA\RAAD Art Director
Sandy Bou Assy TBWA\RAAD Content Creator
Nour Christidi TBWA\RAAD Copywriter
Diana Georges TBWA\RAAD Account Director
Romy Abdelnour TBWA\RAAD Communications Director
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