LBCI: LBCI DRAMA CAMPAIGN - WARD EL KHA

Credits & Description:

Case Film URL:

Viral Video URL:

Client LBCI & LBCI DRAMA

Product LBCI DRAMA

Entrant IMPACT BBDO Beirut, LEBANON

Type of Entry: Interactive: Digital Tools

Category: VIRAL AND EMAIL MARKETING

Title: LBCI DRAMA CAMPAIGN - WARD EL KHAL

Product/Service: LBCI DRAMA

Entrant Company : IMPACT BBDO Beirut, LEBANON

Advertising Agency : IMPACT BBDO Beirut, LEBANON

Name Company Position

Lbci Promotion Department Lbci Lbci Promotion Department

Walid Kanaan Impact Bbdo Regional Executive Creative Director

Omar Sadek Impact Bbdo Manager - Content Developemnt

Digital Department Lbci Digital

Lbci Promotion Department Lbci Copywriter

Chris Jabre Impact Bbdo Copywriter

Tv Campaign/Revelaer Lbci Lbci Promotion Department

Brief Explanation:

LBCI needed an ultimate comeback to harness maximum awareness despite competitive obstacles; In the midst of this "dramatic" turn of events, LBCI had to find a way to overcome the competitive obstacle. On July 20, 2012, a premeditated amateur video was anonymously published online. It featured one of the most popular Lebanese stars in a scandalous cat fight. 6 days later, and to the surprise of all, LBCI announced it would unveil the truth behind the viral fight. The star who never answered any query during the dramatic week revealed the truth on the main news bulletin; the birth of LBCI Drama.