Johnnie Walker / لبنان / 2014الأفلام · التواصل الاجتماعي

⁨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.⁩

العلامة التجارية: Johnnie Walker
الوكالة: Leo Burnett Beirut
السوق: لبنان
المنطقة: الشرق الأوسط وشمال أفريقيا
السنة: 2014

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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.⁩

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