Lebanon is a country that is always one brick away from being divided. And so, when on November 4 – two weeks before Lebanon celebrates its 74th year of independence – the Lebanese Prime Minister, Saad el Hariri, suddenly resigned while in Riyadh, it left the country in a state of unrest, uncertainty and confusion. In this time, Lebanese mobile provider, touch, decided to send a message of unity to all the Lebanese on Independence Day with a campaign that embodies hope, unity, strength in solidarity and inclusion.
The film, which was placed on touch’s social media channels and all of Lebanon’s TV stations, brings together the Lebanese from all walks of life.
The visuals, with photographs taken in the richest areas of the country, showcase a Lebanon its people unite to preserve. And the headlines take bits and pieces from the Lebanese National anthem, adding meaning to lines that everyone knows, but doesn’t necessarily understand.
The campaign saw massive participation across the country from TV hosts such as, Chef Antoine Cynthia Khalifeh and Michel Azzi; musicians such as, Guy Manoukian, Marc Hatem, Nicola El Hakim and Youssef Nassar; influencers such as, Tony Abou Ghazaly and Ghina Ghandour Daouk; organizations such as, Harley-Davidson Lebanon, Poly Liban, and Middle East Airlines; and governmental institutions such as, Internal Security Forces, the Lebanese Army and Civil Defense Lebanon.
Executive Creative Director: Nicolas Geahchan
Creative Director: Paola Mounla
Art Director: Elie Nasr
Junior Copywriter: Maher Dahdouh
Managing Director: Tarek Haddad
Account Director: Hadi Abukhuzam
Account Manager: Ramzy Salhab
Account Executive: Mohamad Kobrosly
Production Company: Intaj
Director: Mazen Fayad
Music Composer: Guy Manoukian