It's hard to read about the news coming from the Middle East most days. It's even harder to imagine what it's like living in the middle of it. Now just imagine having to brave the bombs every day to go to work and create advertising.
Leo Burnett has an office in Beruit, and it's still open - not only that, but Farid Chebab, our Chief Creative Officer for Eastern Europe, Middle East and Africa, is based out of there. And amidst the bombing, one of their clients, Audi Bank, asked Leo Burnett to create a campaign to bring some hope to the Lebanese people. Their client gave them 24 hours to come up with something. Only 5 of their 55 staff were able to make it in to the office. But they did it.
The ads are now running on TV and billboards, and feature a child's drawing of the sun with copy in Arabic that reads "No matter how many clouds accumulate, the sun will shine again on Lebanon."
The ads seem to be having an impact. Several other Lebanese companies have begun to run ads with similar hopeful themes. And Farid Chebab says: "You can’t imagine the impact of this campaign on the people. They seem to think, 'If an institution can afford to do this now, then there is hope.' "
It makes me proud to work at Leo Burnett.