Cannes Lions

PeaceCamo

TBWA\RAAD, Dubai / THE LEBANESE ARMY / 2021

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Overview

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Credits

Overview

Background

Lebanon’s history since independence has been marked by many alternating periods of stability and turmoil, both political and natural.

The Lebanese Army has lived by its motto of Honor, Sacrifice and Loyalty through thick and thin of what the country has been through. To commemorate its 75th anniversary, the Lebanese Army wanted to remind people that it is always up to the most difficult missions, committed to serving, protecting and caring for Lebanon and its great people.

Idea

For centuries, soldiers around the world have worn camouflage to hide from the enemy. To most people, the camouflage patterns are a symbol of war and hostility. On the 75th Anniversary of the Lebanese Army, we decided to transform the camouflage from being a symbol of war to that of peace and love.

We introduced ‘The PeaceCamo’: A new camouflage that showcases messages of peace, unity and love through patterns inspired from real-life moments of Lebanese people and army solidarity.

We created new camouflage patterns with illustrations of people embracing, kids playing, couple holding hands and generations coming together. With PeaceCamo, we repurposed the camouflage’s objective to tell the people that the army exists to protect and serve them. We made a symbol of war into an icon of peace while still serving its purpose of camouflaging.

Strategy

While researching about the Lebanese Army, we came across hundreds of real-life moments in which the army has shown solidarity and helped the people of Lebanon.

This is what led to our driving insight – behind their roles as soldiers, the army is made of individuals who are as human as everyone else outside the army. And just like other people, they also want a life of peace, unity and love.

On its 75th anniversary, we wanted to bring to life the Lebanese army’s commitment to serving, protecting and caring for the Lebanese people.

To spread awareness about our initiative, we created a short documentary style film on the crafting of the innovative design and tailoring of the uniform, that was posted on YouTube. A Press Release was also drafted that was distributed to trade and news media.

Execution

The creative process to design the pattern was not a standard one and it wasn’t easy. It took us about a year to find the right images and 2 weeks to create the illustrations for each picture. An interdisciplinary team of textile engineers, graphic designers, illustrators, tailors, and army uniform producers came together to combine the fabric and the pattern.

The PeaceCamo was presented during the Army’s 75th-anniversary celebrations. On August 1st, 2020, soldiers marched the capital city of Beirut wearing the new symbol of peace.

We didn’t want to shout out loud about our initiative and wanted people around the world to get to know about it on their own. We created a short documentary-style film on the crafting and tailoring of the uniform, that was posted on YouTube.

Outcome

The story of our innovative initiative of changing the symbolism around camouflage spread quickly with many leading publications in the region and around the world covering the story.

Many social influencers, designers and fashion enthusiasts created their outfits inspired by the PeaceCamo. Some people on social networks even proposed that the PeaceCamo should be given to foreign armies also, with the hope its message of peace would achieve a bigger scale.

Our campaign was also featured as one of the top 20 campaigns of 2020 by Campaign Middle East.

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