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Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Hicart.com: The million-dollar birthday gift

Case Study • May Karim, Hana Khatib, WARC Media Awards, Entrant, Best Use of Data, 2020

E-commerce platform HiCart launched a digital data-optimisation campaign to reach US$1m in sales on a single day to celebrate its one-year anniversary in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Media Awards, Gold, Effective Channel Integration, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Donner Sang Compter: Blood Unity

Article • AME Awards, AME Awards, Platinum, 2020

Donner Sang Compter, a brand that links potential blood donors with patients, innovated an outdated and irrelevant sect-driven ritual in Islam and made it relevant to modern day to encourage blood donations in Lebanon.

MTV (Murr Television Lebanon): The Missing

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Television station Murr Television (MTV) used its own news anchors in a live stunt to highlight the case of those who were still missing more than 40 years after the civil war in Lebanon.

Beit Al Baraka: Making this place their home

Case Study • Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2020

Cereal bar brand Nestlé Fitness partnered with the perfect candidate to relaunch in a declining category and build relevance with young Lebanese women.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

RDFL – The Lebanese Women Democratic Gathering: RDFL – Young Bride

Case Study • Gregory Muyesseroglu Muyesseroglu, Sally Alzaza, Maher Dahdouh, Billy Baz, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Non-governmental women's protection organisation The Lebanese Democratic Women’s Gathering raised awareness of child marriage in Lebanon.

MTV (Murr Television Lebanon): The Missing

Case Study • Remie Abdo, Roy Khachan , WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Television station Murr Television used its own news anchors in a live stunt to highlight the case of those who were still missing more than 40 years after the civil war in Lebanon.

Nestlé Fitness: Keep Going

Case Study • Tahaab Rais, Tala Arakji, Inaan Budhiraja, WARC Awards, Entrant, Effective Content Strategy, 2020

Cereal brand Nestlé Fitness reversed declining sales in Lebanon with an unconventional influencer campaign.

American University of Beirut Medical Center: The Sound of Shisha

Case Study • Maxime Menant, Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2020

The American University of Beirut Medical Center (AUBMC) created an immersive experiment on social media to warn people in Lebanon of the risk of contracting throat cancer from smoking shisha.

OMO: OMO Tag

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Silver, Effective Innovation, 2020

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Awards, Silver, Effective Innovation, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

An-Nahar: The Blank Edition

Rankings • WARC Creative 100, 2020

An-Nahar, an Arabic language daily newspaper, launched a blank edition of its newspaper to protest Lebanese politicians who had failed to form a government for over 6 months and rally support from the public.

The Waste Management Coalition / Greenpeace: The Toxic Flag

Rankings • WARC Creative 100, 2020

The Waste Management Coalition, a group of civil society organisations, and Greenpeace, a non-governmental organisation, discouraged the construction of incinerators in Lebanon by creating a smoking flag to highlight the toxic pollutants that were to come if they were to go ahead.

Zaatar w Zeit: World Mankousheh Day

Case Study • Francois Mehchy, WARC Prize for MENA Strategy, Entrant, 2019

Zaatar w Zeit, a fast-casual urban eatery brand, rolled out a strategic communications approach to create a national day for a traditional flatbread to increase brand equity and love in Lebanon.

McDonald's: Being a Mum

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Entrant, 2019

QSR brand McDonald’s targeted single dads with an online Mother’s Day campaign to drive brand equity and affinity to boost sales in Lebanon.

OMO: OMO Tag

Case Study • Heela Daudzai, WARC Prize for MENA Strategy, Entrant, 2019

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

McDonald's: The Official Sponsors of Losers

Case Study • Carl Bou Abdallah, WARC Prize for MENA Strategy, Silver, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

Zaatar w Zeit: The Super-Natural Green Wrap

Case Study • Francois Mehchy, WARC Prize for MENA Strategy, Entrant, 2019

Zaatar w Zeit, a fast-casual urban eatery brand, launched a bright green wrap using a multichannel strategy to position itself as an innovative brand among millennials and lift sales in an oversaturated market in Lebanon.

An Nahar: Blank Edition

Case Study • Noor Hassanein, WARC Prize for MENA Strategy, Entrant, 2019

Arabic daily newspaper An-Nahar, sold a completely blank edition to take a stand against inept politicians and shake the public out of its apathy in Lebanon.

Byblos Bank: Make Small Victories

Case Study • Carl Bou Abdallah , WARC Prize for MENA Strategy, Bronze, 2019

Lebanese bank Byblos Bank re-ignited interest for its youth account through content and events specially designed to inspire young customers.

American University of Beirut Medical Center: The Sound of Shisha

Case Study • Maxime Menant, WARC Prize for MENA Strategy, Entrant, 2019

The American University of Beirut Medical Center (AUBMC) created an immersive experiment on social media to warn people in Lebanon of the risk of contracting throat cancer from smoking shisha.

Coca-Cola: Uniting through music

Case Study • Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2017

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.
Vodafone Egypt: How to make small seem big

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013, pp. 0-0

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
MENA Strategy Report: Lessons from the 2019 WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2019

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
KFC: Scroll-Thru

Case Study • Damayanti Purkayastha, WARC Awards, Silver and Path-To-Purchase Award, Effective Social Strategy, 2020

KFC Arabia created an innovative drive-thru experience to boost revenue and increase take-up of its online delivery business in the Middle East.
Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.