Brand | BEIRUT HERITAGE INITIATIVE (BHI) |
Product/Service | HERE'S TO BEIRUT HANDCRAFTED GLASSES |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Environmental / Social Impact |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Background
On August 4th 2020, an explosion shook Beirut.
Architecture is more than bricks and stones – it is a core part of a city’s identity, an expression of its people and its culture. And this is why The Beirut Heritage Initiative (BHI) wanted to act and help rebuild and renovate the damaged buildings.
They had the skills and the will. The problem was that they did not have the funds.
Before the blast, Lebanon had already been in a state of deep socio-economic trouble.
After the blast, Beirut had lost another US$15 billion in property damage; and while thousands were homeless, preserving the city’s heritage was the last priority for both the government and international NGOs.
But how could we do that without taking away from the funds needed to help the people?
Describe the creative idea (40% of vote)
The Lebanese had already lost so much. The Beirut Heritage Initiative wanted to fight to help them preserve their heritage, culture, and architecture.
The BHI is an independent collective. They had the skills and the will.
The problem was that they did not have the funds.
The answer came in true Lebanese resilient spirit: by finding an ingenious way to make something good out of the rubble of this terrible disaster.
A simple donation campaign would just get lost in all the noise surrounding the blast and the many (often more urgent) causes that needed funds.
Hundreds of tons of glass were shattered in the explosion. What if we could turn this broken glass into something new – something representative of Beirut’s unbreakable spirit?
We launched “Here’s to Beirut” – an initiative that makes and sells handmade drinking glasses made of recycled glass collected from Beirut’s historical buildings.
Describe the execution (40% of vote)
Why glasses? Because everyone buying those glasses should drink to Beirut’s good health and to a more peaceful future for its people and its neighbourhoods.
In collaboration with one of the oldest glass factories in Lebanon, the glasses were hand-printed and placed in handmade Zain wooden boxes inspired by Beirut’s traditional window facades. Each glass was imprinted with a gold filigran that says “Beirut never breaks”.
These limited-edition sets can be purchased online at HeresToBeirut.com and delivered worldwide. All proceeds go to the restoration efforts led by BHI.
Instead of creating a generic donation campaign, BHI wanted to inspire people by instilling a sense of optimism in a chaotic situation, and offer a chance for everyone in the region to contribute by purchasing a collectible item.
List the results (20% of vote)
The special edition glasses were displayed in venues around the world including at Expo 2020 - playing a key role in raising the profile of Beirut’s architectural heritage, not just in the country but internationally.
The bigger and most meaningful result though is that the renovation journey has begun.
BHI has organized its efforts and workflow into 3 phases: emergency propping and sheltering of houses, partial repairs and full restorations, and a vision for urban regeneration. One building has been fully restored thanks to this initiative, 7 have been consolidated or partially restored (with the support of other local partners) and more are on their way.
Let’s continue rebuilding Beirut’s heritage one glass at a time.
If you’d like to contribute, you can support the initiative at https://herestobeirut.com/
Shukran. Merci. Thank you.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Krix Berberian |
TBWA\RAAD |
Regional Creative Director |
Rijin Kunnath |
TBWA\RAAD |
Design |
Nour Christidi |
TBWA\RAAD |
Copywriting |
Haikel Ben Hamouda |
TBWA\RAAD |
Planning Director |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Joseph Saffi |
TBWA\RAAD |
Motion Design |
Emad Doughan |
TBWA\RAAD |
Head of Digital |
Yousif Noureldine |
TBWA\RAAD |
Social Media Manager |
Reem Shamoun |
Eleven PR |
PR |
Rony Skaf |
TBWA\RAAD |
Digital Account Director |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Links
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