Lebanon4Sale.
An anti-corruption NGO opened a shop in central Beirut that 'sold' official papers such as driving licences, degrees and work permits, to show how bribery works as a business.
- Brand
- Sakker El Dekkene
- Agency
- Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
- Year
- 2014
The challenge
Petty bribery is routine in Lebanon's public administration. Sakker El Dekkene (Stop the Shop), founded to collect data on corruption, needed people to report it rather than accept it.
The idea
Leo Burnett Beirut treated corruption as a business that had to be bankrupted. Fly-posters advertised official documents for sale with a phone number, then a Lebanon4sale shop opened in downtown Beirut, backed by an online film with the call to action 'Stop the Shop'. A Stop the Shop car parked outside known corrupt businesses, 32 pop-up shops appeared around the country, vending machines in Beirut theatres dispensed documents, and a website and app collected reports.
Results
- According to the case study, 1,598 bribery reports were filed, covering about 3.4 billion liras (about $2.2m).
- The case study claims 51 million impressions, worth about $2.6m in free media.
- By the case study's figures, 487 volunteers joined in three months and the app was downloaded 2,737 times.
Case study source: Directory (directnewideas.com) Source ↗
Awards
- Cannes Lions 2015Media LionsGold
Credits
- Creative agency
- Leo Burnett Beirut
- Production
- Clandestino
- Chief Creative Officer, Leo Burnett
- Bechara Mouzannar
- Regional Executive Creative Director, Leo Burnett
- Malek Ghorayeb
- Creative Director, Leo Burnett Beirut
- Areej Mahmoud
- Senior Art Director, Leo Burnett Beirut
- Joseph Abi Saab
- Senior Art Director, Leo Burnett Beirut
- Tonie Tannous
- Copywriter, Leo Burnett Beirut
- Rana Khoury
- Copywriter, Leo Burnett Beirut
- Tarek Bacha
- Copywriter, Leo Burnett Beirut
- Andrew Assi
- Regional Innovation Director Levant, Leo Burnett
- Samer Shoueiry
- PR Managing Director Levant, Leo Burnett
- Jo Chemali
- Senior Strategic Planner, Leo Burnett Beirut
- Youmna El Asmar
- Communication Director, Leo Burnett Beirut
- Cecilia Accad
- Communication Supervisor, Leo Burnett Beirut
- Diego De Atistegui
- Executive Producer, Clandestino
- Ray Barakat
- Director, Clandestino
- Wissam Smayra
- Cinematographer
- Yves Sehnaoui
- Photographer
- Toni Elieh
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