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No Cedar. No Lebanon.

基本信息
行业: 公益与非盈利组织
媒体:网络
风格: Minimalism
说明cnen
Why is this work relevant for Entertainment Lions for Sport?

Our stunt was performed at a high-profile domestic basketball game that was broadcasted on LIVE national television in Lebanon (LBCi). What made it especially impactful was that even though the match was between two of Lebanon’s biggest teams, the game highlights was our stunt that happened before the match started.

Describe the creative idea

Without the cedar, the flag of Lebanon is the flag of Austria. The idea was to shock the Lebanese people by replacing the Lebanese anthem and flag with the Austrian anthem and flag. Once shocked we would reveal our message: If we lose our cedars, we lose our identity.

Describe the strategy

Lebanese people take great pride in their cedar trees, but are unaware of how they are threatened by deforestation. So we used that same pride to create awareness of the problem, and possibly get them to take action.

Describe the execution

Implementation: Before the match started, people stood for the singing of the Lebanese national anthem. At this point, we sang the Austrian anthem instead, and lifted the Austrian flag. People expressed shock and dismay, but soon realised that the Austrian flag is the Lebanese flag without the cedar - showing that if Lebanon loses its cedar, it loses its identity.
Timeline: The stunt happened during the pre-game proceedings of at a high-profile championship basketball match between two of Lebanon’s biggest teams.
Placement: Although a LIVE stunt, it was broadcasted on national television for all to see. A film was created and shared online.
Scale: The stunt found itself on the social media of the federation, popular Lebanese blogs, prime-time talk shows and advertising forums.

Describe the outcome

FLB’s LIVE broadcast reached 51% of Lebanon’s population and was spread across 37 countries worldwide. This led to a 23% increase in cedar adoptions. For every adoption, our donation partner adoptacedar.org issued donation certificates, each detailing the precise location of the adopted cedar. Cedar seedlings were planted in 13 of Lebanon’s regions and forests.
制作信息
品牌:
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奖项
戛纳国际创意节 2019
入围 体育娱乐
Sports Live Experience
戛纳国际创意节 2019
入围 公关活动
Leisure
戛纳国际创意节 2019
入围 可持续发展目标
Life on Land
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