Keep the Flame Alive.
Johnnie Walker gave Lebanon a message of hope: a single flame that wind and rain cannot put out, and an invitation to post hopeful messages that a fire calligrapher then wrote in flames.
- Brand
- Johnnie Walker
- Agency
- Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
- Year
- 2014
The challenge
Lebanon was still carrying the scars of civil war and was strained by refugees from the Syrian war and new tensions. Keep Walking needed to mean something locally.
The idea
A TV commercial and online film showed a lone flame surviving a storm, with the line 'Storms will always pass but the fire inside burns on.' People were asked to post messages with #KeepWalkingLebanon, and a fire calligrapher wrote the strongest ones in flames. Hundreds became campaign visuals, picked up by newspapers and blogs, and on 1 January a leading talk show gave a two-hour episode to the campaign.
Results
- According to the case study, the work reached 14.2 million users in Lebanon and the online film had 306,022 views.
- The case study claims more than 2,500 messages of hope from users.
- Citing AC Nielsen, the case study says Johnnie Walker's market share grew 19.99% against 2.2% the previous year.
Case study source: Directory (directnewideas.com) Source ↗
Awards
- Cannes Lions 2015Cyber LionsSilver
- Cannes Lions 2015PR LionsBronze
- Cannes Lions 2015Cyber LionsBronze
Credits
- Creative agency and PR
- Leo Burnett Beirut
- Production
- Stoked S.A.L
- Chief Creative Officer, Leo Burnett
- Bechara Mouzannar
- Regional Executive Creative Director, Leo Burnett
- Malek Ghorayeb
- Creative Director, Leo Burnett Beirut
- Areej Mahmoud
- Creative Director, Leo Burnett Beirut
- Davina Attallah
- Art Director, Leo Burnett Beirut
- Nadia Deghaily
- Copywriter, Leo Burnett Beirut
- Lama Bawadi
- Regional Managing Director, Leo Burnett
- Kamil Kuran
- Head of Communication, Leo Burnett Beirut
- Peter Mouracade
- Regional Innovation Director Levant, Leo Burnett
- Samer Shoueiry
- Innovation Director, Leo Burnett Beirut
- Tony Kayouka
- Communication Director, Leo Burnett Beirut
- Hisham Kekhia
- Communication Supervisor, Leo Burnett Beirut
- Diego de Aristegui
- Communication Executive, Leo Burnett Beirut
- Misbah Natour
- Communication Executive, Leo Burnett Beirut
- Raphael Jadaa
- PR Executive, Leo Burnett Beirut
- Ghassan Jawhar
- Junior Digital Planner, Leo Burnett Beirut
- Tina Sioufi
- Managing Director PR Levant, Leo Burnett
- Jo Chemali
