2011 Results

Agency (city): Leo Burnett Beirut

Creative Director(s): Areej Mahmoud

Copywriter(s): Grace Kassab

Art Director(s): Nayla Baaklini

CCO: Bechara Mouzannar

Deputy Managing Director: Nada Abi Saleh

Associate Creative Director: Tania Saleh

Strategic Planner: Dima Kfoury

Digital Planner: Michael Chaftari

Communication Manager: Sarah Sakr

Digital Creative Director: Patrick Honein

Junior Communication Executive: Misbah Natour

Short explanation

After 15 years of Lebanese civil war and 20 years of instability, resulting in poorly controlled borders, counterfeit is widespread here.

Despite strict laws against it, counterfeit is still part of the culture - everywhere to be seen, yet barely noticed. Almost any brand has a fake equivalent in stores.

To substitute for an inefficient consumer protection office, Brand Protection Group (BPG) was born, a coalition of major corporations and distributers working to fight counterfeit.

Without pointing out actual brands being imitated, we were asked to create an awareness campaign on counterfeit and promote the call center.

Using the fact that in Arabic the words Imitation / counterfeit/ and fake all mean the same thing, our idea stemmed from our reality: "The closest things to you can be fake"

We used International Counterfeit Day to launch the biggest orchestrated stunt in the history of the Middle East.

Description

Anti-counterfeit Awareness Campaign