TRAFFIC (2011)

The first topic was launched with 4 iconic TVCs addressing traffic misconducts. The big idea was to enable 4 million Lebanese to track, capture and report irresponsible drivers who pride themselves on disrespecting traffic rules and regulations. Submissions were aggregated on the Facebook “Wall of shame,” empowering the Lebanese to react and provoke change; becoming themselves the bearers of the campaign message. A book pertaining the crowdsourced infractions was printed and handed to two consecutive Ministers of Interior.

CORRUPTION (2012)

Corruption followed the traffic theme, encouraging Lebanese citizens to take a stand against dishonest conduct by standing in line, online. In addition, 4 TVCs were created to tackle the issues of illegal parking, bribes, cutting the line, and water and electricity theft. (2/4 featured below)

DISCRIMINATION (2013)

Discrimination came as a follow-up to the corruption and traffic themes, denouncing the intolerant conduct of the Lebanese citizens, brainwashed from their early years.

CELEBRATORY GUNFIRE (2014)

For its 4th year, Cheyef Halak exposed the primitive and misplaced use of firearms and fireworks leading to fatal injuries and accidents in Lebanon. The main purpose was to publicly shame people involved in celebratory gunfire and expose the negative consequences of their actions. The heartbeat of this campaign lies in its unconventional deployment, through viral TVCs, wicked radio spots, PR stunts, guerrilla advertising and digital media.

BUZZ

The feedback was staggeringly successful. The cause arose buzz in all media circles and instigated concrete change on a governmental front, eventually becoming one of the most awarded campaigns in the region.

Agency: Impact BBDO Beirut / Client: LBCI TV / CCO: Walid Kanaan / Head of Content & Development: Omar Sadek / Head of Digital: Jocelyne Tawk / Head Of Design: Davar Azarbeygui / Senior Copywriters: Miriam Jbeily, Chris Jabre & Marie-Noelle De Chadarevian / Senior Art Directors: George Kyrillos & Nay Abou Chahla / Junior Copywriter: Farah El Feghali