#HopeIsBorn
Procter & Gamble
Issue 57 | December 2020
Agency
Leo Burnett Beirut
Creative Team
Executive Creative Director Malek Ghorayeb Regional Creative Director Betty Francis Copywriter Alisar Daher Art Director Rami Rikka
Production Team
Head of AV Gabriel Abou Daher Video Editor Karen Maroun Director, Studio 1505 Jad Rahme
Other Credits
Managing Director Nada Abi Saleh Planning Director Youmna El Asmar Communication Manager Christopher Nehme Senior Communication Executive Line Mansour
Date
August 2020
Background
Following the devastating blast that rocked Beirut on August 4, when many Lebanese people had their homes, hospitals, streets and lives shattered, P&G decided to donate one million dollars to the people affected by the blast.
As part of this initiative, the Pampers brand wanted to show support, hope and solidarity with the people of the country.
Idea
The idea was to catch on to a piece of footage that was widely shared on social media, showing a delivery room in St.
Georges Hospital being shattered by the blast while a baby’s delivery was in progress.
Baby George was born just moments after the explosion under the flashlights of mobile phones, thanks to the perseverance of the medical staff and his parents.
This true story provided some good news amidst a sea of gut-wrenching footage that was flooding people’s feeds on social media.
Results
Reached over a million people in just five days. The film was shared organically 20x more than the next best Pampers film.
More than 50 top influencers in the region shared the film, leading to over 16 million impressions for a spend of 0 dollars.
Our Thoughts
In the editorial section of this magazine, Steve Harrison argues that advertising needs to sell and I agree completely.
It’s just that we don’t always need to sell product. This campaign is trying to sell optimism to a people who have known nothing but crisis and division. There is hope that the catastrophe of the warehouse explosion may lead to a new political will to revitalise this beautiful country. If a nappy brand can add one straw to the nest that might be a revitalised Lebanon, then that’s good for everyone.