THE NEW GENERATION PROJECT by H&C Leo Burnett Beirut for Picon

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THE NEW GENERATION PROJECT

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Industry Grocery and Other foods
Media Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Released November 2014

Awards

Dubai Lynx, 2015
Media MEDIA: PRODUCT/SERVICE: FAST MOVING CONSUMER GOODS Bronze

Credits & Description

CLIENT GROUPE BEL
PRODUCT PICON SPREADABLE CHEESE
ENTRANT LEO BURNETT BEIRUT, LEBANON
TYPE OF ENTRY MEDIA: PRODUCT/SERVICE
CATEGORY FAST MOVING CONSUMER GOODS
TITLE THE NEW GENERATION PROJECT
PRODUCT/SERVICE PICON SPREADABLE CHEESE
ENTRANT COMPANY : LEO BURNETT BEIRUT, LEBANON
ADVERTISING AGENCY : LEO BURNETT BEIRUT, LEBANON
BECHARA MOUZANNAR LEO BURNETT BEIRUT CHIEF CREATIVE OFFICER
MALEK GHORAYEB LEO BURNETT BEIRUT REGIONAL EXECUTIVE CREATIVE DIRECTOR
AREEJ MAHMOUD LEO BURNETT BEIRUT CREATIVE DIRECTOR
TANIA SALEH LEO BURNETT BEIRUT CREATIVE DIRECTOR
NAYLA BAAKLINI LEO BURNETT BEIRUT SENIOR ART DIRECTOR
TAREK BACHA LEO BURNETT BEIRUT COPYWRITER
JO CHEMALI LEO COMM MANAGING DIRECTOR PR LEVANT
RITA CHAMMAS LEO COMM PR COMMUNICATION SUPERVISOR
PETER MOURACADE LEO BURNETT BEIRUT HEAD OF COMMUNICATION
HISHAM KEKHIA LEO BURNETT BEIRUT COMMUNICATION SUPERVISOR
MISBAH NATOUR LEO BURNETT BEIRUT COMMUNICATION EXECUTIVE
Results and Effectiveness:
We chose the winning project per region to implement: • Beirut: the kids created the first and only bicycle lane in Lebanon • North: the kids built a park as they were lacking green spaces in that area • South: the kids inaugurated a bus line serving 15 previously isolated rural villages • Bekaa: the kids prepared and painted 140 recycling cans for schools and set up a recycling process in their area through the cans The results were great: • 1,000 kids became brand ambassadors • 50 schools participated • 3,000 people voted online • 4 big projects were done
Creative Execution:
We launched the initiative through workshops that teach kids about Sustainable Development in general. We then encouraged the kids to come up with ideas to improve their regions; the ideas had to meet certain criteria, but most importantly, had to be sustainable. The kids submitted their ideas and a jury shortlisted the best ones, which were put online for a vote. Each region submitted a few ideas, and the winning idea per region was implemented. Our primary goal was to engage the kids, making them understand that they can they can truly make a difference, renewing their belief in a positive future for the country.
Insights, Strategy and the Idea:
Our client approached us a few years back to create a CSR campaign targeting children based on Picon’s equity of “spreading happiness, “but we didn’t want to limit the work to just another CSR campaign. Picon’s longstanding relationship with Lebanon could allow the brand play a bigger part in society. We worked based on the insight that Lebanese kids live in silos and go to different schools with different educational values; they rarely interact with other kids outside of their usual environment. They are also rarely exposed to progressive notions of social change and civic education. They feel disconnected from their larger community, and do not feel empowered to make a positive, tangible change in their society. Society does not take them seriously. By partnering up with an NGO we created a program where kids would learn and participate in sustainable development exercises and create ways to improve the country.