LBCI Film, Digital CELEBRATE... THE LEBANESE WAY! by Impact BBDO Beirut

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CELEBRATE... THE LEBANESE WAY!

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Industry TV Channels/Radio Stations and Programmes
Media Film, Digital, Interactive & Mobile
Market Lebanon
Agency Impact BBDO Beirut
Production The Talkies
Released November 2013

Awards

Dubai Lynx 2014
Craft: Film Film - Casting Gold
Craft: Film Film - Script Silver
Film Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Client LBCI
Product CHEYEF HALAK/ Cheyef Hayak
Entrant IMPACT BBDO Beirut, LEBANON
1 of 2 Campaign
Type of Entry: Craft: Film
Category: Film - Casting
Title: CELEBRATE... THE LEBANESE WAY!
Product/Service: CHEYEF HALAK
Entrant Company : IMPACT BBDO Beirut, LEBANON
Advertising Agency : IMPACT BBDO Beirut, LEBANON
Production Company : THE TALKIES Beirut, LEBANON
Walid Kanaan Chief Creative Officer
Rawad Keyrouz Agency Producer
Karim Diab Account Supervisor
Sarah Touma Producer
Jad Eid Director
Mohammad Kebbe Sound Design/Arrangement
Richard Nakhle Post Production
Brief Explanation:
Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. When the birth of a child triggers a local war between 2 neighborhoods, and a wedding celebration turns into a funeral, it is very clear that "Celebrations" in Lebanon have taken a very bad twist. "CHEYEF 7ALAK?" which means "PROUD OF YOURSELF?" is the biggest and most popular social movement in Lebanon. The new "CHEYEF 7ALAK?" campaign puts shooting incidents during celebrations under the public eye, a wake-up call that was crucially needed to initiate a change of behavior in that regard.
Creative Execution:
The success of "Cheyef Halak - Shoot to celebrate" campaign was primarily based on the genuine and credible delivery of the 2 actors' performance. Both - unknown - protagonists where so true to their roles that the audience believed they were real reckless shooters from the streets of Beirut