FAKE IT ALL by H&C Leo Burnett Beirut for Brand Protection Group

FAKE IT ALL

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Industry Public awareness, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Associate Creative Director Yasmina Baz - Tania Saleh
Creative Director Areej Mahmoud - Caroline Farra - Celine Khoury
Digital Creative Director Patrick Honein
Strategic Planner Dima Kfouri
Released March 2011

Credits & Description

Category: Best Use of Print
Advertiser: BRAND PROTECTION GROUP
Product/Service: ANTI-COUNTERFEIT AWARENESS
Agency: LEO BURNETT BEIRUT
Date of First Appearance: Mar 7 2011
Entrant Company: LEO BURNETT BEIRUT, LEBANON
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett)
Creative Director: Areej Mahmoud (Leo Burnett)
Associate Creative Director: Tania Saleh (Leo Burnett)
Digital Creative Director: Patrick Honein (Leo Burnett)
Communication Manager: Sarah Sakr (Leo Burnett)
Senior Art Director: Nayla Baaklini (Leo Burnett)
Strategic Planner: Dima Kfouri (Leo Burnett)
Digital Planner: Michael Chaftari (Leo Burnett)
Arabic Copywriter: Grace Kassab (Leo Burnett)
Junior Communication Executive: Misbah Natour (Leo Burnett)
Media placement: Newspaper Stunt - Al Balad - 14-15 March 2011

Insights, Strategy & the Idea
After 15 years of Lebanese civil war and 20 years of instability, resulting in poorly controlled borders, it’s no surprise that counterfeit products are so widespread here.

Despite strict laws against it, counterfeit is still part of the culture - everywhere to be seen, yet barely noticed. Almost any brand has a fake equivalent in stores.

To substitute for an inefficient consumer protection office, Brand Protection Group (BPG) was born, a coalition of major corporations and distributors working to fight counterfeit.

Without pointing out actual brands being imitated, we were asked to create an awareness campaign on counterfeit and promote the call centre.

Using the fact that in Arabic the words Imitation / counterfeit/ and fake all mean the same thing, our idea stemmed from our reality: "The closest things to you can be fake".

Creative Execution
As part of a full-fledged integrated campaign, we wanted to use International Counterfeit Day to get people to recognize the problem. To reach the biggest newspaper readership in the country, we used the front page as a demonstration to prove how widespread counterfeit is.
For the first time in the history of the regional press, newspapers were willing to put their readers to the test by faking their front page logo.
The day before March 15th, as part of this joint experiment, the highest nationally circulated newspaper asked its readers to spot the difference and report it by calling the call centre.
However, as expected, very few people noticed. So the next day on International Counterfeit Day, the experiment’s purpose was revealed: "You need to look harder, the closest things to you can be fake."

Results and Effectiveness
Close to 500,000 people read the front page exposé uncovering our fake logo experiment and the message behind it.
Quickly becoming the talk of the town, it triggered additional free media coverage in other popular publications, TV shows and blogs as well.
Lebanon may not be free of fake products, but with this level of awareness, counterfeit can no longer go unnoticed.