| Title | Fake It All |
| Agency |
H&C Leo Burnett Beirut
|
| Campaign |
Fake It All
|
| Advertiser |
Brand Protection Group
|
| Brand |
Brand Protection Group
|
| Posted | June 2011 |
| Business Sector | State Education
|
| Tagline | The Closest Things To You Can Be Fake |
| Philosophy | Create an anti-counterfeit awareness campaign and to promote the call center. |
| Problem | After 15 years of Lebanese civil war and 20 years of instability, resulting in poorlu controlled borders, it's no suprise that counterfeit products and so widespread here.Despite strict laws against it, it is still part of the culture, everywhere to be seen, yet barely noticed. Almost any brand has a fake aquivalent in stores, where we have a 15% counterfeit rate vs. a 5% worldwide average. |
| Result | In a country of 4 million:Our campain reached 3.6 million,ie. 92% of the population and received free media coverage worth $375,000 dollars.In a month's time, the Call Center witnessed an 850% increase in the number of callers.Levanon may not be free of fake products, but with this level of awareness, counterfeit can no longer go unnoticed. |
| Media Type |
Case Study
|
| Chief Creative Officer |
Bechara Mouzannar
|
| Creative Director |
Areej Mahmoud
|
| Creative Director |
Tania Saleh
|
| Digital Artist |
Patrick Honein
|
