2022 Winners & Shortlists

Why is this work relevant for Creative Strategy?

How could Lebanon position itself as a travel destination amidst many setbacks – and especially reconnect with its diaspora? Whether they decided to stay or leave the country, Lebanon with all its imperfections, has a hold on its people. This love is complicated. To accept, belong to, and love someone with all their imperfections is hard. And we did just that. We made the most honest declaration of love in its simplest execution. “Crazy Love.” Lebanon, we love you in your madness. Bi jnounak bhebak.” That was the idea. A headline. A heart-felt message. A callout to the world.

Background

Lebanon is in a turmoil that has been grinding on for years. Political tensions, the biggest man-made explosion, non-stop fuel and power shortages, Lebanon is suffering. What was once a vacation spot, a tourist mecca, home to a thriving middle class, is now a country in one of the worst economic crises anywhere in the world, likely since the 1800s, says The World Bank. Lebanese are emigrating. Other countries are advising their citizens to stay away. Despite all this, the tourism sector contributes over USD 10 billion to the economy and it is essential to the survival of the country. Tourism brings critical “fresh currency” to the country. And so amidst all this chaos, the Ministry of Tourism had to launch a tourism campaign to boost the number of visitors that were in decline to at least 40k visitors for the winter season. With zero budget. Ze-ro. But how?

The Interpretation of the Challenge (30% of vote)

Lebanon has been assailed by compounded crises over the years, followed by COVID-19 and lastly, the explosion at Port of Beirut on August 4, 2020. Lebanon’s current economic collapse is likely to rank in the top 10, possibly top three, most severe crises globally, since the mid-nineteenth century. Through all this, more and more Lebanese people leave the country; now, more than 4 million Lebanese live outside of Lebanon and slightly less than that still reside there. The Lebanese diaspora represents the biggest opportunity to bring in fresh cash to the country. And while many send money home to their families still residing in Lebanon, they can do even more good by going back to Lebanon for holidays. Problem is, Lebanon’s reputation had been tainted, especially for those who knew it best. How could Lebanon position itself as a travel destination amidst many setbacks, and especially reconnect with its diaspora?

The Insight / Breakthrough Thinking (30% of vote)

Whether they decided to stay or leave the country, Lebanon has a hold on its people. Many are angry, frustrated, fed up. But in truth, they all love their country very deeply. There’s a deep pride in Lebanese that is now tainted with anger. It feels almost irrational to Lebanese to still love this chaotic country, a country that has hurt them but that is still a deep and fundamental part of who they are. Renowned sociologist Dr. Brene Brown says: “True belonging is the practice of belonging to yourself so deeply, that you can share your most authentic self. And those who have the courage to be imperfect, are the ones with a strong sense of love and belonging too.” This love is complicated. But sometimes all you can do is to accept something for what it is, with all of its imperfections. And so we did just that.

The Creative Idea (20% of vote)

To get our idea picked up by the media, we had to be provocative and get everyone talking about it. And so we launched the most honest love declaration in its simplest execution. “Crazy Love.” Lebanon, we love you in your madness. Bi jnounak bhebak.” That was the idea. A headline. A heart-felt message. A callout to the world. The only thing that could fit in a zero-budget campaign. (Oh, we were not throwing clichés around when we said our budget was zero. That was it.) The Minister of Tourism himself announced the campaign in the media in order to try hijacking a news cycle. He told Reuters the slogan was “bold, because Lebanese go to extremes a lot.” “We are extreme in everything,” he said. ”In love, in hate, in patriotism. We take everything to the extreme.”

The Outcome / Results (20% of vote)

And the headline got picked up over 110 articles and reached over $2,400,000 in earned media. Regional and global publications: Reuters, Arab News, The Guardian, Sydney News, US News, Gulf News, Middle East Monitor, Alrabiya, Arab Times, Christian News, Travel Trade, Vice and more. Politicians and cultural leaders shared the film. The campaign and its talk value started multiplying across traditional media and everywhere from What’sApp groups, Twitter replies to Reddit. Making it to Lebanese groups in Sweden and Belarus. Even better, a Lebanese singer Gebran basil actually recorded a song about the crazy love that Lebanese have for Lebanon. And The Weather of Lebanon channel picked up and used it several times as a way to announce the weather forecast!! The Ministry of Tourism’s projected number was 40,000 visitors during the winter season. Before the end of December, over 400,000 visitors had booked their flights.