2022 Winners & Shortlists


Silver Lynx

Case Film

Presentation Image

CategorySocial Behaviour & Cultural Insight
Idea Creation LEO BURNETT Beirut, LEBANON
Media Placement LEO BURNETT Beirut, LEBANON
Production LEO BURNETT Beirut, LEBANON

Translation. Provide a full English translation of any text.

If you were to pick-up Lebanon’s leading newspaper Annahar on November 15, 2021 to read the main headlines on the front page, you would have been puzzled. That’s because along with the back page and 3 full pages on the inside, the newspaper’s front page was missing half its letters. That was no mere printing error. It was part of an elaborate strategic online and offline campaign to showcase an entire country first-hand what happens when half its population is missing from its peace-building dialogues. Because although women make up 50% of the population in Lebanon, they have 0% participation in key decision-making. With 50% of the population absent from the dialogue, the conversation is missing. By removing 50 % of the alphabets' letters on various channels including the Annahar newspaper, we created a dysfunctional alphabet and presented to the population what a dysfunctional dialogue looks like.

Please tell us about the social behaviour and / or cultural insights that inspired your work

While women in Lebanon have been active in the civil society, organized protests and were most prominent in the anti-establishment movements in 2015 and 2019, they were constantly excluded from Lebanon’s key peace dialogues with no access to state-level decision making. In the 2018 parliamentary elections, only six out of the 86 women who had registered to run won a seat, out of 128 members of parliament. When a new government was formed in September 2021, out of a record 24 ministers, only one woman was picked. Studies have shown that peace agreements are 64% less likely to fail and 20% more likely to last upwards of 2 years when women participate in the decision-making process. It is about time for their role to be recognized and their active participation ensured in peacebuilding negotiations, especially at this critical time for Lebanon.


Name Company Role
Malek Ghorayeb Leo Burnett Beirut Chief Creative Officer - Campaign Supervision
Nada Abi Saleh Leo Burnett Beirut Managing Director - Campaign Supervision
Natasha Maasri Leo Burnett Beirut Executive Creative Director - Developed initial idea & led overall campaign execution
Rana Khoury Leo Burnett Beirut Creative Director - Developed initial idea & led overall campaign execution
Farah El Beaini Leo Burnett Beirut Communications Supervisor - Developed initial idea & led overall campaign execution & Led Media & PR amplification
Grace Kassab Leo Burnett Beirut Associate Creative Director - Developed initial idea and led on Arabic writing
Carl Kaed Leo Burnett Beirut Senior Art Director - Design Lead & Execution
Orson Baz Leo Burnett Beirut Digital & Social Media Director - Digital planning & delivery/ Amplification & Analytics
Nathalie Abi Hanna Leo Burnett Beirut Senior Multimedia Designer - Design & Animation
Salma Bou Matar Leo Burnett Beirut Junior Art Director - Design Execution
Nancy Haddad Leo Burnett Beirut Multimedia Designer - Design & Animation
Hadi Afif Leo Burnett Beirut Content Manager - Digital planning & delivery/ Amplification & Analytics
Rand Weld Ali Leo Burnett Beirut Communication Executive - Campaign Execution
Razan Mneimneh Leo Burnett Beirut Communication Manager - Campaign Execution
Maia Sahyoun Leo Burnett Beirut PR Executive - Online and Offline analytics
Nay Baz Leo Burnett Beirut Senior Desktop Publisher - Production
Rana Bizri Leo Burnett Beirut Studio Manager - Production
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