touch Celebrates Lebanon's Independence Day with a campaign that hits the right chord
Posted on November 21, 2017

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