WASTE MANAGEMENT - "The Toxic Flag"

Impact BBDO

Impact BBDO Dubai, Emirati Arabi

Premi

7754

Questo spot fa parte della collezione ACT Responsible

Marca: WASTE MANAGEMENT
Paese: Emirati Arabi

Cliente: THE WASTE MANAGEMENT COALITION

Titolo	The Toxic Flag
Agenzia	Impact BBDO
Campagna	The Toxic Flag
Cliente	THE WASTE MANAGEMENT COALITION
Marca	WASTE MANAGEMENT
Data di Prima Diffusione/Publicazione	2018
Settore	Enti/Istituzioni/Organizzazioni no-profit
Filosofia	The Toxic Flag is relevant to the Public Relations category because, at its core, is made most effective by the PR behind the idea. After the flag was erected, we called on news stations, politicians, celebrities and influencers to create a zeitgeist around the live instillation that could be seen by hundreds of thousands of people. This created an instant talking point which dominated the airways and eventually would lead to the idea being discussed on the floor of parliament. Although there were not clear restriction or regulations concerning the issue, the topic is purposely shrouded in misinformation and the public lacked the factual information to make a truly informed decision. The primary target audience is those who live or work within the area that will be affected by the planned incinerators. The second audience is the public who are concerned with their wellbeing. Our work is relative because we caused mass awareness and directly illustrated where/who will be affected. For the past 3 years, Lebanon has been crippled by a major garbage crisis. To make matters worse, the Lebanese Government has deliberately kept the people of Lebanon in the dark, with its intentions to build harmful incinerators, which would further affect the environment, increase pollution drastically and put the lives and wellbeing of the Lebanese people at risk. We needed to take action and make this invisible danger visible to the people of Lebanon. We created the Toxic Flag – a 35-metre high art installation, that could be seen from across Beirut, that spewed black smoke into the sky. Raised high, the flag gave the people of the city a very real and vivid glimpse of the future that awaited the country, once the incinerators were operational. While the smoke was non-toxic and environmentally friendly, the flag, inspired by John Gerrard’s art, immediately became the symbol of Lebanon’s dark and dire tomorrow. Visible from all areas that would be affected by the incinerators, it immediately sparked the conversation in Lebanese households and highlighted the need for alternate and safer options for garbage disposal. The people of Lebanon are fiercely patriotic and love their country. This fierce pride is what made us use the flag as a means to communicate our message. We wanted the Lebanese people to view the Toxic Flag as symbol and a grim reminder of what was to become of their country, if the adoption of incinerators went unopposed. It would also shock the country into reacting to an issue that they’ve long grown apathetic towards. We created 35-metre high flag, and raised it near the site of a planned waste incinerator at Beirut. The flag and its smoke could be seen across Beirut, and immediately generated massive curiosity and interest. Additionally we created an outdoor campaign that constantly reminded the people of Lebanon about the impact these incinerators would have on the future. The outdoors only showed within the danger zone (the zone in which people would be negatively affected by the incinerators). Messaging drove people to StopTheIncinerators.me, a website to sign the petition to secure a healthier and brighter future for Lebanon.
Risultato	-200M media impressions -$1M+ earned media -70%+ rise in public awarenessFront page news story for several daily newspapers -Featured on every major news channels in the country -Toxic Flag was presented and debated on the floor of parliament -Plans for three incinerators have been suspended indefinitely.
Tipo di Media	Case Study
Lunghezza	120 seconds
Chief Executive Officer	Dani Richa
Chief Creative Officer	Paul Shearer
Creative Director	Logan Allanson
Creative Director	Tres Colacion
Associate Creative Director	Ben Griffiths
Associate Creative Director	Giancarlo Rodas
Associate Creative Director	Marie-Claire Maalouf
Copywriter	Sarah Berro
Copywriter	Simone Milani
Art Director	Bijoy Purayil
Art Director	Enrico Motti
Arabic Copywriter	Mohamed Abdelkader
Graphic Designer	Ahmed Nawara
Finalizer	Noushad P. Pathiyatt
Managing Director	Samantha Stuart-Palmer
Account Executive	Emma Jane Randall
Group Account Director	Farid Hobeiche
Creative Services Director	Tennyson Torcato
Creative	Joe Abou-Khaled
CGI Artist	John Gerrard
Executive Producer	Charbel Aouad
Producer	Rita El Hachem
Line Producer	Danny Saneh
Cameraman	Jack Martinos
Cameraman	Bachar Khattar
Cameraman	Pascal Movsessian
Drone Operator	Abdo Najjar
Director	Christian Abi Abboud
Location Manager	Samer Sweidan
Digial Art Director	Eli Boudjok
General Manager	Rachid J. El Khazen
Manager	ELIE ZORBA