| Mena Cristal Awards 2013 | ||
|---|---|---|
| Corporate & PR | Web or E-Communication / Digital PR / Social Media | Sapphire (Silver) |
Campaign: Jeita Grotto:Vote for Jeita Grotto
Advertiser: Ministry of Tourism
Agency: Impact BBDO Beirut, Lebanon
In order to put Lebanon back on the touristic map, the Lebanese Ministry of Tourism had decided to enter Jeita Grotto into UNESCO's international "New 7 Wonders of Nature" and compete against 220 countries. But one month before the final results, the number of votes were not enough.
How could we get all the Lebanese to stand for one cause, when they are already divided with 80 political parties and 18 religious sects?
With political elections just ending, only one word came to mind: Vote.
We asked rival politicians, pageant contestants and popular comedians to come together and make promises they surely wouldn't like to keep, should Jeita win.
Jeita Grotto didn't make it to the 7 wonders, but it got to the top 10.
Despite all challenges, Lebanon's tiny population was joined by the Lebanese diaspora, turning a tiny 4 million nation into an exceptional 40 million.
And the campaign received a recognition award by the organizing committee for "the highest level of international participation".