The Waste Management Coalition / Lebanon / 2018Experiential · OOH · PR Stunts
The Toxic Flag.
To show Beirut what planned waste incinerators would do to its air, a coalition raised a 35-metre installation near a proposed site that streamed harmless black smoke over the city.
- Brand
- The Waste Management Coalition
- Agency
- Impact BBDO
- Market
- Lebanon
- Region
- MENA
- Year
- 2018
The challenge
During Lebanon's long garbage crisis, the government planned incinerators that critics said would add pollution and harm public health. The danger was invisible, so few people engaged with it.
The idea
Impact BBDO built a 35-metre flag-like art installation, inspired by the work of Irish artist John Gerrard, that released non-toxic black smoke visible across Beirut. Outdoor ads ran in the affected zone, and the messaging sent people to StopTheIncinerators.me to sign a petition.
Results
- About 200 million media impressions and more than $1 million in earned media, according to the AdForum entry.
- Public awareness rose by more than 70% and the issue reached a parliamentary debate, the entry says.
- Plans for three incinerators were suspended indefinitely, according to the AdForum entry.
Case study source: AdForum Source ↗
Awards
- Cannes Lions 2019Health & Wellness LionsBronze
- Cannes Lions 2019Brand Experience & Activation LionsBronze
- Loeries 2019 Dove Public Service Award
Credits
- Creative agency
- Impact BBDO
- Chief Executive Officer, Impact BBDO
- Dani Richa
- Chief Creative Officer, Impact BBDO
- Paul Shearer
- Creative Director, Impact BBDO
- Logan Allanson
- Creative Director, Impact BBDO
- Tres Colacion
- Associate Creative Director, Impact BBDO
- Ben Griffiths
- Associate Creative Director, Impact BBDO
- Giancarlo Rodas
- Associate Creative Director, Impact BBDO
- Marie-Claire Maalouf
- Copywriter, Impact BBDO
- Sarah Berro
- Copywriter, Impact BBDO
- Simone Milani
- Art Director, Impact BBDO
- Bijoy Purayil
- Art Director, Impact BBDO
- Enrico Motti
- Arabic Copywriter, Impact BBDO
- Mohamed Abdelkader
- Graphic Designer, Impact BBDO
- Ahmed Nawara
- Finalizer, Impact BBDO
- Noushad P. Pathiyatt
- Managing Director, Impact BBDO
- Samantha Stuart-Palmer
- Records Manager, Impact BBDO
- Emma Jane Randall
- Group Account Director, Impact BBDO
- Farid Hobeiche
- Creative Services Director, Impact BBDO
- Tennyson Torcato
- Creative, Impact BBDO
- Joe Abou-Khaled
- CGI Artist
- John Gerrard
- Executive Producer
- Charbel Aouad
- Producer
- Rita El Hachem
- Line Producer
- Danny Saneh
- Director
- Christian Abi Abboud
- Cinematographer
- Jack Martinos
- Cinematographer
- Bachar Khattar
- Cinematographer
- Pascal Movsessian
- Drone Operator
- Abdo Najjar
- Location Manager
- Samer Sweidan
- Digital Art Director
- Eli Boudjok
- General Manager
- Rachid J. El Khazen
- Manager
- Elie Zorba
