Impact BBDO’s latest campaign for Lebanese Broadcasting Corporation International (LBCI), ‘We Miss Lebanon’, brings light to Lebanon’s crisis through beauty.
The crisis in Lebanon has hit all sectors, drowning the country in an unstoppable downfall, with the Lebanese pound losing 95% of its value in just three years. The Lebanese are struggling with basic necessities. A beauty pageant was the last of their needs.
However, Impact BBDO and LBCI realised that there was no better time to promote the highlight the beauty and splendour of the country while calling attention to its plight. So in 2022, and after an absence of three years, Impact BBDO challenged the status quo and changed the name and identity of the event by adding just one word: We Miss Lebanon.
One word that made a world of difference, triggering the longing of the Lebanese for their country and its true identity.
The campaign celebrates strong, Lebanese women who aren’t afraid to voice their opinions and speak their truth. A woman who is beautiful inside out and works tirelessly to restore the beautiful image of her country in everything she does and stands for.
The show that took place on July 24th was spectacular and the biggest to date since 1930. It influenced the country’s Ministry of Tourism campaign, who borrowed the theme and addressed the diaspora as they flooded the country during the summer.
It quickly became a global platform to let the world know what the Lebanese are going through every day and shed light on the progressive and innovative spirit of the Lebanese people. Each contestant embraced a cause to support their fellow compatriots.
It managed to stir the hearts of the Lebanese at home and abroad, the ones who missed the true beauty of Lebanon and what it represents.
Online engagement results were overwhelming. The Headhunting Casting Call on LinkedIn generated 40x the Average Click Through Rate on Awareness, exceeding the average by 3966%. #WeMissLebanon became the number 1 trending hashtag on Twitter and Instagram on the night of the event. The elected Miss will carry her cause to the upcoming “Miss World” & “Miss Universe” and promote her image for a higher purpose.
