When I first joined Leo Burnett Beirut back in 2012, I had no idea that I was about to kick off the most exciting journey of my life. Having studied translation, I never expected to land on a different territory, and be so passionate about it.
That’s it, passion was the drive, to work hard on campaigns that I truly believe in, and that would actually initiate change in our society.
I was lucky to work on multiple inspiring campaigns, which held the causes of gender equality and women empowerment at their core.
I played a leading role in Kafa’s “Legally Bride” campaign, aiming to raise awareness on child marriage in Lebanon. The campaign won: Glass Lions (Cannes 2016), Gold in Dubai Lynx 2017 and a Grand Prix in Golden Drum 2016, among other.
I took an integral part in Johnnie Walker’s “Keep the Flame Alive” narrating the resilience of the Lebanese spirit in a period of despair in the country. The campaign ranked 5th worldwide as the most awarded integrated campaign, in the Big Won Rankings. Working on the sanitary pads brand “Always”, offered me an opportunity to come up with campaigns that would empower women in the region, among which Saudi Women’s Online March (Dubai Lynx Silver- 2016), and What Girls Can do (Silver in Interactive, Dubai Lynx 2016).
In 2015, I was ranked Copywriter #10 worldwide in the Directory Big Won Rankings 2015, to rank #5 in the next year.
This Year I ranked #9 in the 2017 B&W Report, and most importantly, in July 2018, I was selected to be a delegate of Cannes Lions See It Be It Program. The life changing experience was a career catalyst, and gave me a big boost of energy to transfer the knowledge earned at SIBI to all my female colleagues. I already did a talk about the experience and I'm organizing a workshop at Leo Burnett Beirut for all my amazing female colleagues.