Lebanese Army / Lebanon / 2020Design & Packaging · Film
PeaceCamo.
For its 75th anniversary, the Lebanese Army swapped its camouflage pattern for illustrations of everyday life: people embracing, children playing, generations together.
- Brand
- Lebanese Army
- Agency
- TBWA\RAAD
- Market
- Lebanon
- Region
- MENA
- Year
- 2020
The challenge
The army wanted its anniversary to stand for peace and unity in a divided country rather than force.
The idea
TBWA\RAAD drew the pattern from real moments in which the army helped people in Lebanon, keeping it working as camouflage. Textile engineers, illustrators and tailors produced flame-retardant uniforms that soldiers wore marching through Beirut on 1 August 2020. A 75th-anniversary film ran on national TV, with a documentary on how the uniforms were made.
Case study source: Campaign Middle East Source ↗
Awards
- Cannes Lions 2021Industry Craft – B01 BRAND & COMMUNICATIONS DESIGNSilver
Credits
- Creative agency
- TBWA\RAAD
- Chief Creative Officer, TBWA\RAAD
- Walid Kanaan
