The Lebanese Army - "PeaceCamo"

TBWA\RAAD

TBWA\RAAD Beirut, Líbano

Premios

7176

This ad is part of the ACT Responsible Collection

Marca: The Lebanese Army
País: Líbano

Anunciante: The Lebanese Army

Título	PeaceCamo
Agencia	TBWA\RAAD
Campaña	PeaceCamo
Anunciante	The Lebanese Army
Marca	The Lebanese Army
Fecha de primera difusión/publicación	2020 / 8
Sector Empresarial	Empleo de los funcionarios, de la policía y del ejército
Sinopsis	Lebanon’s history since independence has been marked by many alternating periods of stability and turmoil, both political and natural. The Lebanese Army has lived by its motto of Honor, Sacrifice and Loyalty through thick and thin of what the country has been through. To commemorate its 75th anniversary, the Lebanese Army wanted to remind people that it is always up to the most difficult missions, committed to serving, protecting and caring for Lebanon and its great people.We decided to transform the army’s camouflage pattern from a symbol of war to that of peace and love. Introducing ‘The Peace Camo’: A new camouflage that showcases messages of peace, unity and love through patterns inspired from real-life moments of Lebanese people and army solidarity. We created new camouflage patterns with illustrations of people embracing, kids playing, couple holding hands and generations coming together. With PeaceCamo, we repurposed the camouflage’s objective to tell the people that the army exists to protect and serve them. We made a symbol of war into an icon of peace while still serving its purpose of camouflaging. An interdisciplinary team of textile engineers, graphic designers, illustrators, tailors and army uniform producers came together to combine the fabric and pattern and bring the PeaceCamo uniforms to life.
Medio	Integrated Media/360 Activation
Duración	90 seconds
Responsable de la creación	Walid Kanaan
Director ejecutivo de creación	Bruno Bomediano
Responsable de conceptos / redactor	Simon Raffaghello
Director artístico	Hugo Agostinho
Director creativo	Alex Pineda
Responsable de conceptos / redactor	Alex Pineda
Director artístico	Jad Chidiac
Director artístico	Rijin Kunnath
Illustrator	Xavier Cortez
MOTION DESIGN	Camilo Rojas
Responsable de la producción	Rouba Asmar
Productor de la agencia	Nelly Chahwan
Productor de la agencia	Rozy El Beainy
Communications Director	Romy Abdelnour
Group Account Director	Diana Georges
Productora	Wonderful Productions
Productor	Paul Sabbagh
Productor	Deziree A.
Productor	Rytta Mezher
Realizador	Aline Ouais
Realizador	Roy Khalil
Illustrator	Adriano Miranda
Compositor de música	Gustavo Lopes