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Leo Burnett helps Pampers introduce Baby George, born in the midst of the Beirut Blast

After the devastating blast that tore through Beirut on August 4, and right in the middle of the mayhem, a little baby was born.  And with him, hope was born again for an entire nation.

George’s mum went into labor moments before the explosion, and even though the hospital had been destroyed, he was determined to make it – delivered under the lights of nurses’ telephones.

George’s story was an inspiration that needed to be shared. So Pampers created a film to welcome him not just as a baby, but as a symbol of promise. After all, babies are born every day, every minute, but this little baby’s birth was a message to the people of a devastated Beirut that even in times of adversity, there is always a ray of hope.

The film starts out as a welcoming letter to George, a depiction of the unfathomable circumstances surrounding his birth. Then, with the use of real footage captured by his dad before and during the delivery, we were able share the maelstrom of the moment with the rest of the world.

As part of the Force for Good initiative, Pampers distributed 1 million diapers to the babies of Beirut, and in honor of Georges, to an NGO and the two hospitals that welcomed them. The gift was part of the P&G pledge of the $ 1 million to help the families impacted on that day.

The film was created by Leo Burnett Beirut and produced by 1505 Studio.


P&G Brand Team

Baby Care Brand Director – Omar Sharawy

Baby Care Communications Director – Assile Beydoun


Creative Team – Leo Burnett

Malek Ghorayeb: Executive Creative Director

Betty Francis: Regional Creative Director

Alisar Daher: Copywriter

Rami Rikka: Art Director


Account Management Team – Leo Burnett

Nada Abi Saleh: Managing Director

Youmna El Asmar: Planning Director

Christopher Nehme: Communication Manager

Line Mansour: Senior Communication Executive


Production Team

Gabriel Abou Daher: Head of AV – Leo Burnett

Jad Rahme: Director – Studio 1505

Samer Fleihan: Producer – Studio 1505

Ziad Chahoud: DP – Studio 1505