Past Winners

2015 Winners & Shortlists

KEEP THE FLAME ALIVE

Grand Prix

Case Film

Presentation Board

ClientJOHNNIE WALKER
ProductJOHNNIE WALKER "KEEP WALKING LEBANON"
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryInteractive: Integrated
CategoryIntegrated Multi-platform Campaign
TitleKEEP THE FLAME ALIVE
Product/ServiceJOHNNIE WALKER "KEEP WALKING LEBANON"
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Media Agency STARCOM MEDIAVEST GROUP Beirut, LEBANON

Creative Execution

We created a Socialmedia Activation, at the image of the campaign and brand, allowing for people to submit their messages of hope, as well as view a repository of messages that were turned into art pieces alongside the online movie. The Activation aggregated the #KeepWalkingLebanon statements of hope from Instagram and Twitter messages. The selected messages were transformed into art pieces and we notified the authors online in real time over a full month. The pieces were formatted for users to proudly use them as branding on the various social channels further exposing the statements of hope to larger audiences.

38,400,000 impressions 306,022 Total Video Views $766,000 in earned media Over 2,500 user messages of hope. Hundreds transformed into campaign visuals used across media. On January 1st, Lebanon’s main TV talk show dedicated an entire episode to the brand, with its content articulated around 5 campaign visuals. 4 publications dedicated their editorials to hope. In a saturated market (source AC Nielsen): JW market share (Nov/Dec 2014), from leader position, grew by 19.99% vs. last year’s 2,2% growth, +6.54 ppts ahead of category Black label: value share grew 31%, 10ppt faster than category Red label volume share grew by 4%

A nation’s biggest failure is when it forgets what it’s capable of. In 2014, a dark cloud loomed over Lebanon once more. Media outlets competed to paint a dark vision of the future, and the people followed suit. The Lebanese were forgetting what they’re truly capable of, and we made it our mission to remind them. We didn’t simply want to reassert the iconic Johnnie Walker Whisky as a produce of choice, we needed the Lebanese to Keep Walking again as they’ve always done. We had set up a digital ecosystem, with a Facebook App at its core supported by cross platforms real time conversations, allowing for crowed sourced messages of hope and belief in the country through the usage of our #keepwalkinglebanon. We then took the content and the conversation to another level by transforming the strongest statements into art pieces and rewarding the authors in real time.

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Samer Shoueiry Leo Burnett Beirut Regional Digital Strategies/Innovation Director Director Levant
Jo Chemali Leo Comm Managing Director Pr Levant
Areej Mahmoud Leo Burnett Beirut Creative Director
Tony Kayouka Leo Burnett Beirut Director Of Innovation/Delivery
Davina Atallah Leo Burnett Beirut Creative Director
Nadia Deghaily Leo Burnett Beirut Art Director
Lama Bawadi Leo Burnett Beirut Copywriter
Hisham Kekhia Leo Burnett Beirut Communication Director
Diego De Aristegui Leo Burnett Communication Supervisor
Raphael Jadaa Leo Burnett Beirut Communication Executive
Misbah Natour Leo Burnett Beirut Communication Executive
Ghassan Jawhar Leo Comm Pr Executive
Tina Sioufi Leo Burnett Beirut Junior Digital Planner
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