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Category
Social Media / Best Integrated Campaign Led by Social
Annual ID
150621A
About the Work
Lebanon: a country with no president, no democratic elections in sight, over 2 million refugees and years of regional interference. But the Lebanese have always kept going because of the flame of hope that lives inside every one of them. Today this flame is dormant, buried, almost forgotten. Conversations of hope and unshaken beliefs have been replaced by disbelief and fatalism. We wanted to re-ignite this hope in the everyday conversation of the country. And in order to do so we needed the Lebanese to remember what they’re made of. The campaign film was conceived entirely as a fable where a resilient flame defies a menacing storm. Triumphant, the flame finally says ‘Storms shall always pass but the fire inside burns on’. Cliff Martinez known track ‘Life is a tapestry’ was carefully chosen to ensure that the music carried a positive emotional baggage throughout the film.
2015 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Beirut
Art Director
Nadia Deghaily
Chief Creative Officer
Bechara Mouzannar
Creative Director
Areej Mahmoud
Davina Atallah
Executive Creative Director
Malek Ghorayeb
Product Manager
Nada Abi Saleh
Jo Chemali
Peter Mouraccade
Diego de Aristegui
Hisham Kekhia
Misbah El Natour
Raphael Jadaa
User Experience Designer
Samer Shoueiry
Writer
Lama Bawadi
Content Strategist
Tony Kayouka
Tina Sioufi
Creative Team
Ghassan Jawhar
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