National Anti-counterfeit Committee Digital, Case study National Anti-counterfeit Committee: BPG "Fake It All" by H&C Leo Burnett Beirut

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National Anti-counterfeit Committee: BPG "Fake It All"

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Industry Public awareness, Public Safety, Health & Hygiene
Media Digital, Interactive & Mobile, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Released January 2011


Golden Drum 2011
Integrated communication campaigns Integrated communication campaigns Silver Drum
Public relations Marketing PR Silver Drum

Credits & Description

Product and services category:
Anti - counterfeit awareness campaign
Brand name:
Anti - Counterfeit
Brand Protection Group
Advertising agency, city:
Art director:
Tania Saleh (Associate CD), Nayla Baaklini
Grace Kassab
Creative director:
Bechara Mouzannar (CCO), Areej Mahmoud
Project manager:
Nada Abi Saleh, Sarah Sakr, Misbah Natour
Other credits:
Patrick Honein (Digital Creative Director), Michael Chaftari (Digital Planner), Dima Kfoury (Strategic Planner)

Campaign idea explanation:
On international day, the Lebanese social media was shaken by a disturbing reality when 250 influencers were impersonated on facebook. We created fake profiles using our victims' real profile pictures and very similar names. When the victims received friend requests from their impostors, panic struck the social media scene. Within 24 hours, all our victims had asked their friends to report the fake profiles as news of the issue spread. We then sent a personalized message to the targeted individuals, explaining the campaign and offering them an exclusive media kit. Our facebook stunt online coverage reached more than 40.000.