| 标题 | Fake It All |
| 广告公司 |
H&C Leo Burnett Beirut
|
| 广告战役 |
Fake It All
|
| 广告主 |
Brand Protection Group
|
| 品牌 |
Brand Protection Group
|
| Posted | 6月 2011 |
| 行业领域 | 国家教育
|
| 广告口号 | The Closest Things To You Can Be Fake |
| 哲学 | Create an anti-counterfeit awareness campaign and to promote the call center. |
| 问题
| After 15 years of Lebanese civil war and 20 years of instability, resulting in poorlu controlled borders, it's no suprise that counterfeit products and so widespread here.Despite strict laws against it, it is still part of the culture, everywhere to be seen, yet barely noticed. Almost any brand has a fake aquivalent in stores, where we have a 15% counterfeit rate vs. a 5% worldwide average. |
| 结果 | In a country of 4 million:Our campain reached 3.6 million,ie. 92% of the population and received free media coverage worth $375,000 dollars.In a month's time, the Call Center witnessed an 850% increase in the number of callers.Levanon may not be free of fake products, but with this level of awareness, counterfeit can no longer go unnoticed. |
| 媒体类别 |
案例研究
|
| 首席创意官 |
Bechara Mouzannar
|
| 创意总监 |
Areej Mahmoud
|
| 创意总监 |
Tania Saleh
|
| 数字艺术家 |
Patrick Honein
|
