2022 Winners & Shortlists

#WEAREUNBREAKABLE

Short List
BrandMTV LEBANON
Product/ServiceMTV
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryOutdoor
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Production TRUFFLE FILM Beirut, LEBANON
Production 2 KOZMAN PHOTOGRAPHY Naccache, LEBANON

Cultural / Context information for the jury

On August 4, 2020, Lebanon’s biggest port was hit by of the one of the largest non-nuclear explosions in history, resulting in over 200 deaths, 700 injuries, and the displacement of thousands of families. The Lebanese people were promised answers five days after the explosion. One year later, with no answers from the government, they were losing hope and going into a state of learned helplessness. While they were busy rebuilding their lives from the disaster, MTV wanted to boost their morale and sense of resilience, and do its part to call for the unaccounted truth. If over 7,000 tons of glass were shattered and the government was still silent, then we decided to break the silence by breaking even more glass. MTV created #WeAreUnbreakable – a campaign that depicted portraits of victims in shattered glass. A tribute to the people’s resilience and a loud and clear scream for truth.

Tell the jury about the art direction.

The portraits were placed next to the explosion site, specifically in front of the silos. Almost everyone who visited the site saw the portraits and interacted with them. They were also featured as the main theme on one of the country’s most famous talk shows. The material used for the portraits was recycled shattered glass. The style of craft is a rare one that can only be produced by Simon Berger, the notorious Swiss artist who is known for his technique to meticulously create portraits by wielding his hammer against a slate of glass. The technique involves the smart use of negative-positive spaces. The white outlines are the positive space, and the dark background is the negative space.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Joe Lahham TBWA\RAAD Managing Director
Jennifer Fischer TBWA\RAAD Chief Innovation Officer
Georges Kyrillos TBWA\RAAD Creative Director
Christopher Ghorayeb TBWA\RAAD Associate Creative Director
Jad Chidiac TBWA\RAAD Senior Art Director
Romy Abdelnour TBWA\RAAD Marketing, PR & Communications
Nour Christidi TBWA\RAAD Copywriter
Bhaskar Bateja TBWA\RAAD Strategy
Mohammad El Tayech TBWA\RAAD Strategy
Maya Nassif Jabre TBWA\RAAD Designer
Pia Haddad TBWA\RAAD Copywriter
Joseph Saffi TBWA\RAAD Motion Design
Rozy El Beainy TBWA\RAAD Senior Producer
Elsa El Amm TBWA\RAAD Producer
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
Simon Berger Simon Berger Art Artist - Portraits
Laurent Marthaler Laurent Marthaler Contemporary Art Historian & Galerist
François Chahine Freelancer Photographer
Steve Kozman Kozman Photography Photographer
Abbas Dia Kozman Photography Assistant Photographer
Habib Ghobril MTV Lebanon Client
Jean Nakhoul MTV Lebanon Executive Producer
Lea Mhanna MTV Lebanon Producer - Sar el Wa2et
Michel Abou Zeid Truffle Film Executive Producer
Cynthia Chammas Truffle Film Executive Producer
Lara Saba Lara Saba Film Director
Georges Rouhana Truffle Film Senior Producer
Sami Abou Zeid Truffle Film Production Manager
Lucciana Boulos Truffle Film Production Coordinator
Ziad Chahoud Truffle Film DOP
Georges Berkachi Truffle Film Gaffer
Mary Abou Akl Truffle Film Post Producer
Harry Hedeshian Truffle Film Muisc Composition
Belal Hibri Truffle Film Grading
Gaby Fernaine Truffle Film Online Production
Links
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