Hariri Foundation / Lebanon / 2008OOH · Experiential · Social
Khede Kasra.
A women's empowerment campaign used the kasra, the Arabic mark that makes a word feminine, and added it to well-known Lebanese words and phrases.
- Brand
- Hariri Foundation
- Agency
- Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
- Year
- 2008
The challenge
The Hariri Foundation wanted women in Lebanon to see themselves as the ones who could change their own status, in a culture where the language itself defaults to the masculine.
The idea
Leo Burnett added the accent to famous Lebanese words and sayings so they addressed women, and spread them through outdoor signs, public walls, TV, radio and social media. Interactive walls let women and men add the kasra by hand.
Results
- The Hariri Foundation says it was the first Lebanese campaign to win a Gold Lion at Cannes.
Case study source: Hariri Foundation Source ↗
Awards
- Cannes Lions 2009PR LionsGold
Credits
- Creative agency
- Leo Burnett Beirut
- Creative Director, Leo Burnett Beirut
- Bechara Mouzannar
- Creative Director, Leo Burnett Beirut
- Chermine Assadian
- Copywriter, Leo Burnett Beirut
- Rana Najjar
- Copywriter, Leo Burnett Beirut
- Rana Khoury
- Art Director, Leo Burnett Beirut
- Tania Saleh
- Art Director, Leo Burnett Beirut
- Nayla Baaklini
- Art Director, Leo Burnett Beirut
- Reem Kotob
- Art Director, Leo Burnett Beirut
- Lea Salibi
- Art Director, Leo Burnett Beirut
- Roula Asmar
- Art Director, Leo Burnett Beirut
- Yasmina Baz
- Leo Burnett Beirut
- Nada Abi Saleh
- Leo Burnett Beirut
- Dima Kfouri
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