The Power of One by Farah El Beaini & Christopher Nehme

We are both communication people, we have the same objectives, the same stories to tell but with different ways of getting were we need to go.

It is in our company philosophy to constantly find ways to work together pairing the communication and creative team’s ideas with the PR team’s ability to bring those ideas to the world.

Now more than ever, we remain driven by our ideas and our hunger to change the world into a better place, overcoming any crisis that may come our way.

Back in August 2019, we randomly met a group of colleagues from the office at the Samir Kassir Square in Downtown, angry but hopeful. We were participating in a sit-in organized in solidarity with Mashrou’ Leila, following the cancellation of their concert at Byblos International Festival.

A few days later, with the same group of colleagues, we organized ourselves, each bringing his/her expertise to the table and launched the #Lil_watan campaign.

We believed in freedom of expression and we wanted all the country to play aloud the songs of Mashrou’ Leila on Friday night, the date of the canceled concert.

With all our different skills integrated, we were able to brainstorm, design, produce, publish and share the work in record time. We orchestrated the work in an integrated approach that brought unprecedented results, not only to the campaign itself but also to the cause overall.

August 2020, the fight was not the same. Freedom of expression was not the only thing at stake. Our lives and the lives of our beloved ones were at risk. This time angry and hopeless.

“Each one of us can make a difference. Together we can make change,” - Barbara Mikulski.

The question that was “how do we defend freedom of expression through our work” became “How do we save lives with our work”. Unfortunately, the answers were really hard.

For the first few days, we were blinded by defeat having lost our offices, our homes or even some loved ones.

Yet, our drive and passion empowered us to get back up, and reassemble the orchestra bringing our integrated solutions this time not to address a business challenge but rather the toughest humane challenge: restoring hope to the heart of the Lebanese.

Through our generous partners, Pampers Arabia & P&G, we were able to tell a story that not only mended our broken hearts but sparked hope in the souls of the people nationwide. We told the story of Baby George, the miracle baby.

Baby George was born under mobile flashlights and harsh circumstances during the blast in a hospital near the explosion thanks to his first-time parents and medical staff. We created a small film where Pampers welcomes this new life into the world and pays tribute to the heroes behind him that made his birth possible. .

The film was shared organically by 5,000 people in just a few days and was later adopted and shared by influencers and the global media dubbing George the miracle baby, a symbol of hope.

This campaign was paired with a donation of over 1 million diapers to the hospitals and people of Beirut. A simple story of hope, told through a simple film and shared with the right audience showed people how life triumphs death and reminded them that with every new baby, #Hopeisborn.

So, you see, a campaign is a symphony of elements pieced together to inspire a change in human behavior… and you know what they say, it takes an orchestra to play a symphony.

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