Cannes Lions

LE MALL SHOPPING CENTRE

JWT, Beirut / ACRES: ANIMAL CONCERNS RESEARCH & EDUCATION SOCIETY / 2010

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Overview

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Credits

OVERVIEW

Execution

Replace, the widely used rather passive statement, “Ramadan Kareem” (may this be a generous Ramadan) with a true initiative celebrating the essence of Ramadan (without alienating people).We launched the Clothes Exchange Programme. Before you buy the new clothes donate your old ones.To further enhance the unity of all sects we opted to use familiar homeless people present at major crossroads on the streets of Beirut. The flower boy, the window cleaning girl, the old man that sold gum became the face of our campaign.

Outcome

The opinions polarised, some criticised the campaign for using the homeless and other hailed it. Within two weeks, over one ton of used clothes were collected in Le Mall (which in turn were given to five different esteemed charities in Lebanon who distributed them to the poor).

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