Leo Burnett Beirut has snapped up the region’s first Lion at this year’s Cannes festival, winning a PR Lion for its Khedé Kasra campaign.
The winners of the direct, promo and PR categories were announced in Cannes late last night, with Leo Burnett Beirut the only regional agency to turn a shortlisted entry into a Lion.
“Winning a Lion in Cannes illustrates our commitment to the creation of big ideas which can change the way people think, in this case about gender inequality in Lebanon,” said Bechara Mouzannar, executive creative director Lebanon and Levant at Leo Burnett. “The team were committed to ensuring that the imbalance of gender roles in Lebanese society was addressed and the Gold is testament to the hard work, creativity and integrated approach that we took. We believe we made a real difference to people’s lives and are incredibly proud of that fact.”
The Khedé Kasra campaign for the The Hariri Foundation was designed to encourage the social and legal empowerment of women in Lebanon. For the creative campaign, Leo Burnett Beirut chose to go back to the roots of Arabic society, to its official language, to convince women that they too need to make themselves heard by personally making their mark. The idea revolves around the inflection sign in Arabic which denotes the female gender. This often-neglected grammatical mark has been transformed into a symbol of female empowerment.
This is the first year that PR has been included as a category at Cannes. The category received 431 entries from which the jury chose to award 17 PR Lions from an initial shortlist of 37. The grand prix went to Cumminsnitro in Brisbane for its Tourism Queensland’s ‘Best Job in the World’.