Leo Burnett ad taps into Lebanon's fighting spirit

Whisky manufacturer Johnnie Walker has launched a hard-hitting campaign in Beirut that aims to tap into the united resilience of the Lebanese population.

Following the Israeli offensive against Hezbollah, Leo Burnett Beirut was set the task of delivering a positive message of motivation.

The aim was to create a strong bond with the Lebanese consumer using Johnnie Walker's 'Keep Walking' slogan, which was created by London-based agency BBH.

Leo Burnett came up with four executions, which have appeared in local newspapers and on a building side at Zalka Wall, Beirut.

One execution features the Johnnie Walker character walking over a broken bridge, reflecting the scores of bridges in Lebanon that were attacked during the conflict.

Jad Fayad, account planner at Leo Burnett Beirut, which came up with the idea for the ad, said the feedback to the ads had been "amazing", with calls from as far afield as the United States.

"Being the four most essential elements, gas, electricity, human resources and bridges, we got inspired to develop a campaign that supports the Lebanese people to overcome the lack of these essential elements that chains people's day by day lives.

"We are receiving an overwhelming amount of positive feedback, both local and international: ones saying that it is an excellent campaign; others saying it was nice that the brand supports the Lebanese people," he said.

The campaign has featured on many blogs around the region, where it has been praised for tapping into Lebanon's united front as it seeks to recover from the conflict. A second execution reflects the severe fuel shortage that hit the country following the land, sea and air blockade on Lebanon by depicting an empty fuel gauge.

A third execution shows a light bulb, to illustrate the power cuts suffered by consumers; and a fourth features a signpost pointing towards Lebanon.

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