Lebanon is a country that is always one brick away from being divided. And so, when on Nov 4th, 2017- two weeks before Lebanon celebrates its 74th year of independence - the Lebanese Prime Minister, Saad el Hariri, suddenly resigned while in Riyadh, the country was left in a state of unrest, uncertainty and confusion. touch, Lebanon’s leading mobile operator, decided to act fast and to send a message of unity to all the Lebanese on Independence Day with a campaign that embodies hope, unity, strength in solidarity and inclusion.
The film, which ran on touch’s social media channels and all of Lebanon’s TV stations, stars Lebanese people from all walks of life.
The campaign’s visuals, with photographs taken in the richest areas of the country, showcase a Lebanon we all unite to preserve. And the headlines take bits and pieces from the Lebanese National anthem, that we all know by heart but sometimes fail to understand, and adds meaning to them- A meaning of unity, gender equality, achievement and solidarity and a campaign that hits the right chord.
Agency: J.Walter Thomspon MEA
Executive Creative Director: Nicolas Geahchan
Creative Director: Paola Mounla
Art Director: Elie Nasr
Junior Copywriter: Maher Dahdouh
Managing Director: Tarek Haddad
Account Director: Hadi Abukhuzam
Account Manager: Ramzy Salhab
Account Executive: Mohamad Kobrosly
Production Company: Intaj
Director: Mazen Fayad
Music Composer: Guy Manoukian