2022 Winners & Shortlists

PEACECAMO

BrandTHE LEBANESE ARMY
Product/ServicePEACE CAMO ARMY UNIFORMS
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryLaunch & Re-Brand
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production WONDERFUL PRODUCTIONS Beirut, LEBANON

Summary of the work

What is the background and context? The Lebanese Armed Forces (LAF) was celebrating its 75th anniversary on August 1, 2020. We needed to commemorate this anniversary in a special way; however, it was coming at a difficult time. Despite trust, morale was low. A career in the army is hard, but it is even harder in a country whose citizens barely trust the government and where the political, social, and economic situation is very unstable. People wanted change, thus triggering the ongoing Lebanese Revolution where citizens began engaging in unsafe and violent activities, including burning tires and vandalizing properties. It was the role of the army to control their own compatriots, avoid violence and uphold peace. A demotivating and tiring role. Who is our target audience? This was an internal communication campaign aimed at an unusual audience: the troops of the LAF, consisting of over 70,000 active personnel with the ground force representing the majority of the troops. Troops of all religious and cultural affiliations share sleeping quarters and food, facing the same dangers standing shoulder to shoulder. Our goal was to also reach the troops’ friends and family who needed to believe in them and the important role they played, as well as the larger public including all of Lebanon's residents who interact with the military daily. What was the challenge? In a time of political instability and internal chaos, how could we reframe the army’s role – both to themselves and to all citizens – in the context of difficult peacekeeping missions in their home country? What was the insight that unlocked our strategic approach? For centuries, soldiers have worn camouflage to hide from enemies in combat. As such, camouflage patterns are perceived as symbols of war and hostility. The LAF plays a different role in times of peace: to protect and help its citizens. Many real-life moments have been captured where the army has shown solidarity and helped their people. If such moments were captured and are not just an intangible thought, we could use them to show soldiers that they were more than pawns in a game of war and that they had an important role in driving peace, unity, and love amongst Lebanese. What was the creative idea? We introduced PeaceCamo. On the 75th Anniversary of the LAF, we transformed camouflage from a symbol of war to an icon of peace. A new and modernized version of military uniform with camouflage that showcases messages of peace, unity, and love through patterns inspired from captured moments of both LAF troops helping its citizens and solidarity for the army by Lebanese citizens. The uniform was presented during anniversary celebrations, where soldiers marched the capital city of Beirut wearing their new symbol of peace. Why did the campaign succeed? With a simple and innovative initiative, we not only boosted the morale of thousands in the LAF, but we also successfully reframed their role for themselves, their families and the people of Lebanon.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Alex Pineda TBWA\RAAD Executive Creative Director
Bruno Bomediano TBWA\RAAD Executive Creative Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Rijin Kunnath TBWA\RAAD Design
Hugo Agostinho TBWA\RAAD Art Director
Simon Raffaghello TBWA\RAAD Copywriting
Romy Abdelnour TBWA\RAAD PR, Marketing & Communications
Camilo Rojas TBWA\RAAD Motion Graphics
Rouba Asmar TBWA\RAAD Head of Production
Bhaskar Bateja TBWA\RAAD Strategic Planning
Mohammad El Tayech TBWA\RAAD Strategic Planning
Xavier Cortez TBWA\RAAD Illustrator
Georges Kyrillos TBWA\RAAD Creative Director
Rozy El Beainy TBWA\RAAD Production
Nelly Chahwan TBWA\RAAD Producer
Jad Chidiac TBWA\RAAD Art Direction
Diana Georges TBWA\RAAD Client Servicing
Desirée A Wonderful Productions Producer
Aline Ouais - Director
Roy Khalil Workbench Filming
Mona Bassil Freelancer VO Recording
Adriano Miranda Freelancer Illustrator
Gustavo Lopes Lake Produções Music & Sound Design
Cosme Filmes Cosme Filmes Packshot Video
Gabriel de Moura Freelancer Photography
Ingrid Guerreiro Freelancer Packshot Production
Consulado - Consulado Case Study production
Victor Chagas Freelancer Art Direction Case Study
Martha Elizabeth Dueñas Freelancer Uniforms Production
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