Leo Burnett Beirut wins PR Lion for Khedé Kasra

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.

kasra4The 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.”

LBCannesThe 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’.

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8 Responses to Leo Burnett Beirut wins PR Lion for Khedé Kasra

  1. Dana says:

    It’s certainly not the first win for Lebanon as Starcom Beirut won a Lion in 2003 for Bonux – Housewives Moment of Fame – Best Use of Mixed Media and I am sure there are more Lions out there…

  2. themightyrouge says:

    Thanks for letting us know about the previous win Dana

  3. Fadi Yaish says:

    Brilliant! 🙂
    Congratulations Leo Burnett and the whole region.
    Today you have taken the whole region and industry to
    a new level. This is a milestone. We are all proud
    of your achievement. Well done and well earned.

    Keep it up.

    Fadi Yaish

  4. Ash Chagla says:

    This is a great win. Not just for LB Beirut, but for the whole region. Award-winning idea, in Arabic. We should all be very proud. Well done guys.

  5. Bechara Mouzannar says:

    Dear Ash and Fadi, thank you very much for your nice words.

    Dear Dana, yes you’re right, Starcom won a Media Lion, for Bonux and that was a big win. Yet, as you know, Starcom is not an advertising agency, it is a media agency. This Lion won by Leo Burnett is not the first Lion for Lebanon, but this is the first Lion won by an advertising agency in Lebanon.
    On the other hand, you may be surprised to know that Leo Burnett Beirut was the advertising agency behind the Bonux campaign you’re mentioning. Leo Burnett worked closely with their colleagues from Starcom on that Bonux campaign, that was entered in Cannes by Starcom, which saw the potential of a winning use of media. Last but not least, there were no other Lion won by Lebanon. And this is easy to check. Hope this answers your worries.

  6. Marc Lineveldt says:

    Well done Bechara and your team.
    Khedé Kasra campaign is a deserved winner – should have been a Grand Prix at Lynx!

  7. Shelley Ross says:

    Disappointing not to see the usual bag of big winners from Paragon Kuwait, though.

  8. Tom Roychoudhury says:

    One united voice from our region says: Yes we Cannes.

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