Brand | MTV LEBANON |
Product/Service | MTV |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Corporate Purpose & Social Responsibility |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Production
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TRUFFLE FILM Beirut, LEBANON
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Production 2
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KOZMAN PHOTOGRAPHY Naccache, LEBANON
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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.
Please tell us how the brand purpose inspired the work
News mediums are expected to be unbiased and neutral, aiming to provide the people with information on current events. MTV Lebanon has been different since the start. It has displayed a fervent commitment to acting as the fourth power, disclosing the untold about the abuses of power and corruption.
When the explosion hit, MTV Lebanon was as done with the corrupt government as the people were, even going to the extent of publicly shaming and spitting on the name of the president. A first for a news channel. They were certainly not planning on staying silent for the explosion’s first anniversary.
Standing by its motto of being the ‘voice of freedom’, MTV took upon its shoulders to encourage the people of Lebanon to continue their fight for justice and the answers that they deserved. With the #WeAreUnbreakable campaign, MTV stood united with the people, saluting their spirit and demanding justice.
Credits
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
Website URL
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Video URL
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Video URL