Dewar's: A HERITAGE WORTH REVIVING

Credits & Description:

Client ETS. KHALIL FATTAL & FILS
Product DEWAR'S
Entrant IMPACT BBDO Beirut, LEBANON
Type of Entry: Media: Use of Media
Category: USE OF SOCIAL MEDIA
Title: A HERITAGE WORTH REVIVING
Product/Service: DEWAR'S
Entrant Company : IMPACT BBDO Beirut, LEBANON
Advertising Agency : IMPACT BBDO Beirut, LEBANON
Media Agency : OMD Beirut, LEBANON
Name Company Position
Walid Kanaan Impact BBDO Regional Executive Creative Director
Nancy Timani Impact BBDO Creative Director
Florence Basseux Impact BBDO Associate Creative Director
Lyna Domiati Impact BBDO Art Director
Sarah Oweida Impact BBDO Copywriter
Hala Amiouni Impact BBDO Group Account Director
Sirine Tueni Impact BBDO Account Manager
Sabah Baz ETS. Khalil Fattal/Fils General Manager
Costantinos Kouvares ETS. Khalil Fattal/Fils Area Manager Levant/Cyprus
Naji Hmouda ETS. Khalil Fattal/Fils Business Unit Manager
Elias Francis ETS. Khalil Fattal/Fils Dewar's Brand Manager
Monica Karam Social4ce Partner/Social Business Strategist
Rami Sader Bizaroob Co-Founder Designer
Jocelyne Tawk Impact BBDO Digital Account Director
Results and Effectiveness:
The most influential Lebanese NGO, “Saving Beirut Heritage” joined our cause as well as many other activist groups. The cause for saving old Lebanese homes made the headlines in the press. The Facebook page became an active hub and a reference for militants. They were able to denounce the destruction of the House of famous author Amin Maalouf before it was aired on prime time news. The campaign became the drive to reinforce protective laws and a fund destined to revive the Lebanese heritage is about to be activated. Even DWL sales have increased.
Creative Execution:
Our mission was to reignite the interest of the Lebanese people in their heritage. We had to awaken their conscience, making them realize the importance of their past and most of all, giving them the possibility to act and to react. So we launched the “Worth Doing Campaign”. More than a campaign, we initiated a movement in which the Lebanese could take a stand for their past and history, speak up, share pictures, news and information, and thus, raise the alarm on the situation and increase the urge of saving their heritage. In other words, the ultimate solution was to turn the Lebanese into militants by projecting a common value meaningful to them all.
Insights, Strategy and the Idea:
The main objective of the campaign was to drive brand awareness and reinforce passion and emotional connection to the brand. Our target audience is mainly made up of males aged 30 to 45 years upper-lower class, who are genuine, warm, friendly and confident. They spend their life doing the things they truly believe in. The Insight. Lebanon’s construction came at a high cost and out of 2000 classified old homes in Beirut only 200 remain today. Beirut is struggling to preserve its heritage, and Lebanon is facing the threat of a cultural decline. Relevancy. With more than 150 years of knowledge in every drop, Dewar’s believes in the values of the past. So it is only logical for the brand to support such an important and sensitive issue as the endangered Lebanese heritage. Especially when your target believes in your credo: "Life tastes better when you do what you believe in"