- Sami Saab on Phenomena's Ideas for Social GoodBeirut-based Phenomena is an agency that devotes much of its creative energies toward creating cause-related advertising and raising awareness for a plethora of important causes. Sami Saab, Phenomena's Founder and Creative Director, explains why his team is fond of such campaigns and the benefits of working most of the time pro bono to advertise for a cause. Here are his comments and a snapshot of the main social issues Phenomena recently tackled.
- Abaad's #Undress522, the campaign that won big on all frontsIn Lebanon, a rapist can be exonerated if he marries his victim (article 522 of the penal Code). Yet only 1% of the Lebanese people knew about it. Abaad, an independent civil association that champions women's rights and aims to achieve gender equality in Lebanon, wanted to raise awareness about this issue and put pressure on the parliament to abolish this law. The organisation commissioned Leo Burnett Beirut agency to help them achieve their goals. As soon as #Undress522 campaign rolled out across the country, not only it instantly achieved viral success, but Abaad activists and all supporters managed to make their voice so loud that under pressure, the Lebanese parliament assigned a commission to discuss the law. Finally the commission drafted the amendment to abolish it and forced the parliament to ratify it. The campaign, which resonated with Lebanese citizens, politicians, and decision makers, has also achieved international success; the latest being the prestigious recognition it received at Cannes Festival of Creativity where the #Undress522 campaign scooped five Lions awards (one silver in the Glass category, two silver and one bronze in PR and one bronze in Entertainment) making it the most awarded MENA campaign this year at Cannes. In a talk with ArabAd, Ghida Anani, Founder and Director of ABAAD organisation elaborates on the Undress 522 journey—from day one till the cherry on top that came in the form of five Lions metals recognising the intelligent creativity and all efforts extended by the organisation to reach its challenging goals.
Do you still buy print publications?