The Lebanese Army: Tribute to the Lebanese Army

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Released:	February 2008
Avertiser:	The Lebanese Army
Agency:	H&C-LEO BURNETT BEIRUT
Country:	Ливан
Category:	Public awareness messages
Awards:	Mena 2008 Awards Corporate Cristal

Credits:

Description / Synopsis
The campaign revolves around the theme “Bil Alb ya Watan”. In English it means "The nation is in our hearts". However, the word "nation” has a double meaning that is also used as a nickname for the country’s soldiers, also insinuating “soldiers you are in our hearts".

Context
The agency wanted to show the citizens’ love and appreciation for the soldiers during a turbulent political time, while the Lebanese Army was acting as the sole guardian of the country’s internal security for the fist time in many years.

Philosophy/Solution
The campaign was initiated through the launch of a TVC across the country and on all local TV stations. The agency contacted AFP to cover the shoot, leading to an article which was published in many newspapers, magazines and online sites. The ad was also posted online and distributed through email, leading to the campaign’s increasingly viral effect. Twenty prominent celebrities also took part in a follow-up round of TVC interrupters which were released on the day that the Army declared victory of a battle they were fighting for three previous months.

Results
The campaign’s success was immediate as it struck a chord in the nation’s heart. It received extensive local and international media coverage, being shown on CNN, and gave a voice to the public opinion of pride in the country’s soldiers. For this reason, people quickly adopted the salute gesture in the streets as they passed men in military uniforms.
Title "Tribute to the Lebanese Army"
Agency H&C-Leo Burnett Beirut
City Beirut
Advertiser The Lebanese Army
Brand Name The Lebanese Army
Business Sector Institutional/Public Interest/Non-Profit Org.
Date of First Publication 5/28/2007
Market Lebanon
Country of Production Lebanon
Language Arabic
Type Television
Length 65 seconds
Tagline The Soldiers are in our Hearts

Executive Creative Director Bechara Mouzannar
Copywriter Omar Boustany, Georges Micaelian
Account Director Nada Abisaleh
Graphic Designer Celine Khoury, Manal Naji