Cheyef Halak – Gemas Effie Gold Award 2011
By Admin I : The latest Gemas Effies held in 2011, awarded 3 Lebanese campaigns: JayJay’s Cornelli ice cream by Impact BBDO, Lebanese Brew’s “Courage is contagious” by Interesting Times Beirut and the pasts 6 months’ talk of the town, Cheyef 7alak by Impact BBDO and LBCI.
Cheyef 7alak won the gold award for the best use of CSR (Corporate social responsibility woof! glad to have google) and being realistic, the award is well deserved since the competition on the level came to be very weak, with a couple of banks’ campaigns evolving around the same concept and context (shou we’fit aalayyi, anyone?!), which made the whole approach redundant and overdone. (one more reason to stop it by the way, stop it!)
As they reformulate their motivations, claiming to fight the lack of discipline, chaos, corruption and raising awareness; nothing of the precedent actually happened simply because we Lebanese tend to drain every worthy campaign from its essence and interact with it as if we’re watching a sitcom that make us laugh but never changes behavior.
Endorsed by LBCI, the campaign was a huge success reaching the mass after a massive exposure via “Kalam el nass” and other shows, and through a set of very well written and shot commercials but remained a funny approach that didn’t drive the audience to action, (other than experimenting with their phones and cameras, new huh?) therefore, did not reach its goals.
Congrats for the award, hoping that someday social campaigns would make a change because in that context, being funny is not always getting through the audience’s passivity!