2020/2021 Winners & Shortlists

#HOPEISBORN

BrandPROCTER & GAMBLE / PAMPERS
Product/ServiceN/A - CSR
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryFast Moving Consumer Goods
Idea Creation LEO BURNETT BEIRUT, LEBANON
PR LEO BURNETT BEIRUT, LEBANON
PR 2 MSL BEIRUT, LEBANON
Production LEO BURNETT BEIRUT, LEBANON
Production 2 1505 STUDIO Beirut, LEBANON

Write a short summary of what happens in the film

The film is a letter written to baby George, a baby born near the Lebanese port the moment the Beirut August 4 blast occurred. The letter is welcoming him into the word and explaining to him what happened when his mother went into labor. The letter continues to thank the medical staff and his parents, who fought so hard for him to make it against all odds and provide the world with a ray of hope when they needed it the most. The film continues to welcome baby George and reveal a CSR initiative for baby relief in Lebanon during these dark times.

Cultural / Context information for the jury

Since 2019, Lebanon has been facing crisis after crisis, from an economic collapse, to a breakdown in the country’s banking system and freefall of the Lebanese Lira, as well as a global pandemic, all of which have created a profound and ongoing effect on people’s livelihood. The cataclysmic explosion that rocked Beirut on August 4th, 2020 could not come at a worse moment, further exacerbating an already serious economic, financial and social crisis, and hurtling the Lebanese people into a dangerous unknown. After the devastating blast, social media was replete with phone and security camera footage of the giant mushroom cloud that engulfed Beirut and its destructive impact turning homes, hospitals and streets to ruins and rubble. Social media feeds became outlets for emotional expression, with people sharing their horrifying stories, and others sharing their messages of support and solidarity.

Credits

Name Company Role
Malek Ghorayeb Leo Burnett Beirut Oversee the work making sure the brand pillars are kept
Nada Abi Saleh Leo Burnett Beirut Overseeing the quality of the work making sure the communication objectives are met
Youmna El Asmar Leo Burnett Beirut Planning Lead and overseeing the quality of the work
Rami Rikka Leo Burnett Beirut Ideation, Overlooking the entire campaign
Alisar Daher Leo Burnett Beirut Ideation, Copywriting and overlooking the entire campaign
Gabriel Abou Daher Leo Burnett Beirut Overlooking the production and managing the production process
Christopher Nehme Leo Burnett Beirut Communication Lead, Overseeing the quality of the work making sure the communication objectives are met
Line Mansour Leo Burnett Beirut Communication Lead, Ideation, Overlooking the entire campaign
Farah El Beaini MSL Beirut PR lead, overlooking all PR plans
Layla Gaussin MSL Beirut PR project management and overlooking the entire PR amplification of the campaign
Links
Social Media URL