Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. Consequently, behavioral problems in the Lebanese society are numerous, from corruption and environmental irresponsibility to racism and traffic misconducts. Inspired by this unshakable Lebanese pride, the 360° campaign which heart lies online, in now tackling racism and discrimination considered as taboo topics in our society.Online Activation served to remind the Lebanese of what humanity meant. In order to browse the Cheyef Halak website, users were wittily imposed to prove their humanity by filling in humanitarian claims instead of random CAPTCHA messages.
Radio Stunt | ANTI-DISCRIMINATION
Online Activation | CAPTCHA
Case Study
Case Study
Print | CAPTCHA
Dubai Lynx:
Bronze | Radio (Shoot to celebrate)
Bronze | Promo & Activation (Discrimination)
MENA Cristal:
Gold | Radio | Cheyef Halak (Hijack)
Silver | Print | Cheyef Halak (Captcha)
Silver | Integrated
Bronze | Promo & Activation (Discrimination)
Bronze | Radio (Shoot to celebrate)
Bronze | Promo & Activation (Discrimination)
MENA Cristal:
Gold | Radio | Cheyef Halak (Hijack)
Silver | Print | Cheyef Halak (Captcha)
Silver | Integrated
Bronze | Promo & Activation (Discrimination)
