National Anti-counterfeit Committee: BPG "Fake It All" by H&C Leo Burnett Beirut for National Anti-counterfeit Committee

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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

Awards

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
Registrant:
LEO BURNETT MENA
Country:
LEBANON
Brand name:
Anti - Counterfeit
Advertiser:
Brand Protection Group
Advertising agency, city:
Beirut
Art director:
Tania Saleh (Associate CD), Nayla Baaklini
Copywriter:
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.