Sami Saab, Founder - Creative Director PHENOMENA

WHAT WAS YOUR PRIMARY 1 OBJECTIVE WITH THE

‘ANA OU3LEN’ INITIATIVE? #ANA OU3LEN is an initiative by the Advertising Association [AA] in Lebanon aiming at reviving the advertising and media scenes by pumping positivity and hope in the veins of our collective interest. It was an invitation for every media, advertising agency, institutions and brands to participate and fill the emptiness with ideas, colors, content and creativity. WHAT COULD YOU TELL 2 SOME OF THE CRITICISMS THAT TARGETED THIS CAMPAIGN SAYING IT WAS POINTLESS AND SOMEHOW PURPOSELESS ? Instead of silently witnessing the mounting agony of our industry and economy, how about turning this crisis into an opportunity? How about joining our voices and make ourselves heard again? ’Ana Ou3len’ initiative gave all participants the opportunity to declare, advertise and proclaim something in the toughest period of our history. Nowadays, Lebanon and specially our sector, need a lots of similar positive initiatives to fuel hope. Hence a challenge for the ones who might criticize the ’Ana Ou3len’ initiative:

ACT and not just TALK in helping our country and our economy.

If you really have a proposal, an idea or a suggestion in that regards, please go for it, believe in it and make it happen. WERE YOU SATISFIED WITH 3 THE OUTCOME OF THE CAMPAIGN? We launched ‘the ‘Ana Ou3len’ campaign at the beginning of August 2020, but unfortunately Beirut blast on August 4th somehow crippled the momentum. Relentless, we pressed forward with the second phase of our campaign on September 1st by commemorating our Greater Lebanon highlighting that Lebanon was declared 100 years ago and it will remain the most wonderful declaration.

We launched and spread more than 150 positive messages all over Lebanon on all media.

These messages were spread everywhere and on all channels with the collaboration and the contribution of 60 media companies: TV stations, radio stations, media and advertising agencies, newspapers, websites, Out Of Home media companies, in addition to 10 commercial brands that participated in the campaign based on the special package deals offered by the AA.

More than 90 participants varying from NGOS, SMES, startups, schools, various associations and companies have joined the initiative on social media applying the official template and hashtag of ’Ana Ou3len’ and spreading their positive messages as well.

The successful ’Ana Ou3len’ initiative by the Advertising Association [AA] in Lebanon, is the first and unprecedented campaign that gathered numerous participants and supporters under one message towards an honorable goal: safeguard the pulse of creativity, communication and media in Lebanon during such challenging times.

’Ana Ou3len’ campaign was well received and gained the desired visibility, despite the fact that Beirut blast somehow tainted its positive energy.