2022 Winners & Shortlists

HERE'S TO BEIRUT

BrandBEIRUT HERITAGE INITIATIVE (BHI)
Product/ServiceHERE'S TO BEIRUT HANDCRAFTED GLASSES
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryBrand & Communications Design
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

After the blast, while thousands of Lebanese were homeless, preserving the city’s heritage was the last priority for both the government and international NGOs. 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. 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?

Tell the jury about the art direction.

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. 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.

Credits

Name Company Role
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
Rony Skaf TBWA\RAAD Digital Account Director
Reem Shamoun Eleven PR PR
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Links
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