Christmas hits Beirut in September!
Christmas hits Beirut in September!
By Admin I: You know those moments when you think that advertising is this huge hypocrite monster, and laugh at how agencies assume that they can change the world? Well, we do have a lot of those moments, a lot of creative desperation among designers and secretly among advertising professionals.
‘Christmas in September’ is one of those campaigns that make you stupidly smile, takes you back in memories and just brings warmth to your heart (assuming it’s still there).
CARMEN, 8 years old, currently bravely fighting cancer, wished for an iPad for Christmas. TAMANNA rushed Christmas just for her, in September.
It might sound cheesy, recreating Christmas to make a little girl smile, or might fit the “you could’ve used the production money to make more children’s wishes comes true” but what’s fascinating about this viral, is the mere spontaneity associated to it, an innocence that was genuinely diffused to the viewer with no boundaries. It’s like this ugly Christmas ghost coming to your bed to haunt you and make you believe in Santa again! Santa came to surprise Carmen and everyone else, even the Botoxed Beirut Souks clientele, their mades and Chihuahuas, hoping that one day, they’ll contribute with TAMANNA in making another wish come true.
A final note showing that there’s not excuse for not making good advertising: the wish cost 0 dollars to fulfill, although it involved around 100 professionals from more than 10 companies. ALL PRO BONO.
Super well done (wipes tears) !! (A nomination ya’ll)
Credits:
CREDITS:
Client: TAMANNA
Agency: HORIZON DRAFTFCB
Production House: WONDERFUL PRODUCTIONS
Director: ANDRÉ CHAMMAS
Special thanks to:
CARMEN, CLAUDINE and MAROUN SALLOUM
Lebanon’s First Lady, Mrs. WAFAA SULEIMAN
Lebanon’s Defense Minister, Mr. FAYEZ GHOSN
THE LEBANESE ARMY – AIR FORCE & COMMANDO REGIMENT
SOLIDERE & BEIRUT SOUKS
Generous contributors:
STUDIOVISION (OB Van, cameras and crew)
MINI STUDIO & KIKI (Animation and costumes)
HARRY HEDESHIAN (Sound design)
PRINTWORKS (Printing and operating)
ROGER BAKHOS (Lighting)
SOUND TRACK SIMON HAJJ (Sound system)
ROGER MOUKARZEL (Photography)
XPANDABLE ONLINE SERVICES
SAINT GEORGE HOSPITAL
Dr. PETER NOUN
Mrs. THÉRÈSE KHALIL (Psychologist)
EXOTICA
ZAATAR W ZEIT (Catering)
PERSIL
I don’t want to sound or feel like a monster here, but as soon as I saw this campaign my first reflex was – “oh, they’re predicitng she is not going to last till December 24th so they are offering her the iPad right now instead.” Sorry, as I wish Carmen long life, and a lot of courage (for her and her parents), I appologize but this is how i read the campaign.
Very true, but it’s exactly what I like in advertising: “reality”. There’s no point of sending a fake perfectionist message to an audience that couldn’t care less.. It’s always good to remind people that they can lose a beloved one sooner than expected, especially cancer patients. It’s very positive to encourage people to fulfill a patient’s wish, whenever, wherever, however..
Every campaign has a negative side, the positive vibe sent through this campaign is more genuine and overwhelming..
Should we say again how much we appreciate your contribution Tarek?! Thanks a million!
This is exactly why it was rushed for Carmen knowing that one of her friends at the hospital died 1 week before the whole thing!!!
Hopefully and with gods help, Carmen will make it knowing that 80% of children suffering leukemia do make it…
yes you do sound like a monster, i just hope you dont look like one
Cheers!!
Yes, I agree with Tarek. Although well-intended, it certainly doesn’t send a message of hope.
I know Tammana is all about fulfilling the wishes of children with critical illnesses, but there’s no need to predict when they’re going to die. After all, Carmen’s biggest wish is not to fondle an iPad but to make it till next Christmas.
Sorry, no nominations from me, but I’m glad that Carmen got her iPad delivered in a heli. I’m just not a fan of the whole ‘early Christmas’ thing.
True, but what if she sadly didn’t last till Christmas.. I don’t see what’s negative in showing reality the way it is, and injecting a good load of optimism (Check my reply to Tarek’s comment)
Bikouno fawwalo 3laya.
After you meet Carmen, you realize that she is way ahead of the fact that she might not make it till Christmas, after what shes been suffering, she got tougher and i think maturity clearly shows in her eyes and her gestures in the clip knowing that shes only 8 years old.
So no, Carmen’s biggest wish was an ipad because frankly, she cares less whether she makes it or not, as an 8 year old, small wishes and “dreams come true” are what matters to her…
Thanks to Tamanna and all the generous contributors, Carmen’s wish came true!
beautiful words!!!
Sami Joe Mansour, after I read your “rational”, I am now convinced that you are the little monster. “She cares less whether she makes it or not”? Really? Who are you to make such a judgement?
If you were sick, God forbid. would you appreciate your friends wishing you an early happy birthday?
This is simply an embellished death reminder. I wish advertising agencies would stop flexing their muscles through pro bono campaigns.
*rationale
i am actually an 85kgs muscle packed monster
and dont worry nobody is gonna judge u on ur english…
anyway you are missing the point of the whole thing, but since ur not the target audience (unless ur thinking of donating an ipad to an 8 year old suffering from Leukemia) that doesn’t matter…
So as brofessionals say:
Should we say again how much everybody appreciates your contribution EsteemedAdCritic?! Thanks a million!
Cheers man, woman!
Let’s keep things smooth you guys!
You both are making a point, and as much we like to have a perfect campaign, it does imply a negative connotation Sami, it’s fine, we’re just having a mature discussion here..
And yes we do sincerely appreciate everyone’s contribution especially Tarek’s (we weren’t being cynical), since he’s one of the pioneers in advertising blogs in Lebanon..
Cheers to you all!
Peace, we’re just having a conversation and exchanging thoughts, no intention to be rude with anyone, respect to all the brofessionals in here…
Cheers to Tarek and EsteemedAdCritic and to yourself Mr Admin I
Super!
i so liked the ad didn’t get to even reading the review!this thing made me cry! it’s just so great!bravo!
Apparently, this is getting positive feedback, so maybe we were overanalyzing it.
You’re becoming too nice!! *jaw drops*
Just to nicely set things straight. When realizing the wish of a child undergoing harsh treatment, Tamanna’s aim is to uplift the child’s morale to help him continue with the said treatment. Doctors invite us to realize the wish because a patient’s positive spirit has proven to help him fight his illness.
Regarding the cost of the wish, please be advised that all participants contributed free of charge. The i-pad itself was sponsored by Persil. So, why not make a little girl happy in september, why make her wait till xmas?
Thank you to all those who contributed! You bought a smile to Carmen’s face, that’s still present today, after xmas!
One last thing to clear up: Tamanna does not realize a wish because the child is dying; we realize a wish to uplift his spirit enabling him to continue the fight.
Johns Hopkins Hospital: ” cancer is a disease of the mind, body and spirit. A proactive spirit will help the cancer warrior be a survivor.”
We appreciate Tamanna’s mission, and support it heart and soul! Good work on the campaign, and good luck!
Pingback: 2012 BEST and WORST campaigns: results revealed « Brofessional Review