Batelco Celebrates The Heroes at Home with Snapchat Lens

Posted on 2020 Jul,15

During the ongoing coronavirus pandemic, everyday people around the world have been tasked with one of the most difficult challenges of our generation – to self-isolate at home - which forced them to embrace the new normal of self-isolation, giving up their social lives and economic wellbeing for the greater good.

Working in tandem with heroic frontline workers, these stay-at-home heroes are fighting the COVID-19 virus and doing their part to keep our communities safe.

To honor the sacrifices that everyday people in Bahrain and around the world continue to make, Bahrain’s leading telecommunications provider Batelco released a commemorative SnapChat lens to be used at home. The lens celebrates heroes at home by adorning them with medals of honor that recognize their struggle and allows them to see themselves as the brand sees them – at-home heroes of COVID-19.

This campaign, which was developed by Dubai-based ‿ and us agency, kicked off on Instagram with images of heroic women and men proudly posing at home in their pajamas with their own set of medals, each one custom designed in 3D to reflect their accomplishments – ranging from men learning to cook, to parents dealing with the realities of homeschooling their children.

The lens, which was launched on July 12 quickly gained traction in Bahrain as well as further afield, with images being shared from all around the world. To date, ‘Stay At Home Heroes’ have been celebrated in all corners of the world: UAE, KSA, Jordan, Kuwait, Lebanon, South Africa, Singapore, Philippines, UK, USA and counting.

Bilal Adham, Batelco’s Chief Marketing Officer said, “During the lockdown we were struck by the incredible sacrifices - both big and small - being made by people from all walks of life around the world. It’s incredibly inspiring to see how the worst in circumstances somehow brings out the best in us all. Never have we been further apart, yet never have we been closer together. With this campaign we hoped in some small way to salute everyone’s mutual sacrifice and perhaps allow people to reflect on the importance of their ongoing contribution to their societies.

Fadi Yaish, Founder and Chief Creative Officer of ‿ and us, commented, “The past few months have been marked not just by what society did, but also by what it didn’t. By self isolating and staying at home, millions of people around the world were united in their willingness to make sacrifices for the greater good, saving an untold number of lives. Our generation is being tested as never before. As the fight against Coronavirus continues, we as a society deserve to take great pride in our accomplishment.”