Brand | THE LEBANESE ARMY |
Product/Service | PEACE CAMO ARMY UNIFORM |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Brand & Communications Design |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Production
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WONDERFUL PRODUCTIONS Beirut, LEBANON
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Cultural / Context information for the jury
Lebanon’s history since independence has been marked by many alternating periods of stability & turmoil, both political & natural. The Lebanese Army has lived by its motto of Honor, Sacrifice & Loyalty through thick & thin of what the country has been through.
During the last year, due to COVID-19 and the political and economic crisis affecting the country, the Lebanese Army has been responsible for establishing peace between protesters, helping resolve conflicts and protecting both the government and civilians to preserve security and civil peace.
To commemorate its 75th anniversary, the Lebanese Army wanted to remind people that it is always up to the most difficult missions, committed to serving, protecting and caring for Lebanon and its great people.
Tell the jury about the illustration.
We created new camouflage patterns with images of people embracing, kids playing, couple holding hands and generations coming together. Instead of different shades of the same color, the new pattern makes use of pictures of daily life scenarios. The pattern is a combination of a flat design interpretation of the image and an abstract shadow. The white space between different patterns is filled with abstract shapes to give a complete camouflage effect.
The Army high ranks participated in all the processes, most importantly, in providing us with the photos and their stories; also sharing anecdotes and other significant data that served as inspiration for the team to create the final textile design illustrations. It took us about a year to find the right images to use as inspiration, and 2 weeks to create the illustrations for each picture, getting the right details, scale, and proportion for each one of them.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Joe Lahham |
TBWA\RAAD |
General Manager/MD |
Bruno Bomediano |
TBWA\RAAD |
ECD |
Alex Pineda |
TBWA\RAAD |
CD |
Hugo Agostinho |
TBWA\RAAD |
Art Director |
Simon Raffaghello |
TBWA\RAAD |
Copy |
Rijin Kunnath |
TBWA\RAAD |
Designer |
Xavier Cortez |
TBWA\RAAD |
Illustrator |
Camilo Rojas |
TBWA\RAAD |
Motion Design |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Rouba Asmar |
TBWA\RAAD |
Production |
Nelly Chahwan |
TBWA\Raad |
Production |
Rozy El Beaini |
TBWA\RAAD |
Production |
Bhaskar Bateja |
TBWA\RAAD |
Strategy |
Georges Kyrillos |
TBWA\RAAD |
CD |
Jad Chidiac |
TBWA\RAAD |
AD |
Diana Georges |
TBWA\RAAD |
Client Servicing |
Roy Khalil |
Workbench |
Videography |
Mona Bassil |
Freelancer |
VO Recording |
Adriano Miranda |
Freelancer |
Illustrator |
Gustavo Lopes |
Lake Produções |
Music & Sound Design |
Paul Sabbagh |
Wonderful Productions |
Producer |
Désirée A |
Wonderful Productions |
Producer |
Rytta Mezher |
Wonderful Productions |
Producer |
Aline Ouais |
- |
Director |
Consulado - |
Consulado |
Case Study |
Cosme FIlmes - |
Cosme FIlmes |
Packshot Video |
Victor Chagas |
- |
Art Direction Case Study |
Gabriel de Moura |
- |
Photographer |
Martha Elizabeth Dueñas |
- |
Uniforms Production |
Ingrid Guerreiro |
- |
Packshot Production |
Links
Video URL