Lebanese Army / لبنان / 2020التصميم والتغليف · الأفلام
PeaceCamo.
For its 75th anniversary, the Lebanese Army swapped its camouflage pattern for illustrations of everyday life: people embracing, children playing, generations together.
- العلامة التجارية
- Lebanese Army
- الوكالة
- TBWA\RAAD
- السوق
- لبنان
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2020
التحدي
The army wanted its anniversary to stand for peace and unity in a divided country rather than force.
الفكرة
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.
مصدر دراسة الحالة: Campaign Middle East المصدر ↖
الجوائز
- Cannes Lions 2021Industry Craft – B01 BRAND & COMMUNICATIONS DESIGNفضية
فريق العمل
- الوكالة الإبداعية
- TBWA\RAAD
- الرئيس التنفيذي للإبداع، TBWA\RAAD
- Walid Kanaan
