Johnnie Walker - Keep Your Flame Alive campaign

Nobody could inspire the Lebanese more than the Lebanese themselves. They had to be the ones who would bring back hope to the country. This is a message of national unity, strength and resilience, all under the Keep Walking Lebanon umbrella - to Keep their Flame alive.

In a tribute to the Lebanese spirit, our short film depicted the life of a flame burning through windy weather and a menacing storm. A flame you might think died under heavy rain but kept burning nonetheless.

After launching the film on social media and on national television during peak hours of “negativity”, people started posting comments full of hope on social media. Public reaction was instantaneous, and so was ours. We hired a calligrapher and travelled across Lebanon for 20 nights bringing the messages of hope -posted by the people- to life with fire.

Soon enough, the flame of hope and resilience was burning strong. The 120 branded visuals became press ads, outdoors, social media content and were all around Lebanon spreading hope in our country.

Case Study:

Credits: Leo Burnett Beirut | 2014
Executive Creative Director - Areej Mahmoud | Creative Director - Davina Atallah | Art Director - Nadia Deghayli | Jr. Art Director: Philippe Ghabayen | Senior Copywriter - Lama Bawadi | TVC Produced by Stoked | Short Film Directed by Hady | Fire Calligraphy by Karim Jabbari

Awarded: Cannes Lions 2015: 1 Silver, 1 bronze Cyber, 1 Bronze PR | Dubai Lynx 2015: Grand Prix Interactive, Grand Prix Promo&Activation, Gold Branded Content, Gold Direct | Facebook Awards 2015: Silver | One Show 2015: Bronze in Social Media | New York Festival 2015: Gold in Best Use of Digital, Bronze in Direct and Online Film