Lebanon, is a country that is always one brick away from being divided. And so, when on Nov 4th, 2017- 2 weeks before Lebanon celebrates it’s 74th year of independence - the Lebanese Prime Minister, Saad el Hariri, suddenly resigned while in Riyadh, it left the country in a state of unrest, uncertainty and confusion. Touch Lebanon’s leading mobile operator, and facilitator of the country’s future, decided to act fast and to send a message of unity to all the Lebanese on Independence Day with a film that embodies hope, unity, strength in solidarity and inclusion. The film brings celebrities, different entities and everyday people in one parade.
In less than 1 week:
- 3M views on Social Media
- Most shared Independence Day film in Lebanon ever
- 98% positive sentiment and engagement with the Touch brand vs. the usual 85% negative comments about the brand on social media
- 15% increase in social media followers for the Touch brand
- Video was leaked a day before the launch and became a viral whatsapp film that people kept on sending to each other
List of celebrities and entities that took part in the film:
Valerie Abou Chacra
Tony Abou Ghazaly
Ghina Ghandour Daouk
The Doctors: Dr. Layal Abi Zeid and Dr. Imad Melki
Hayat Mirshad
Youssef Nassar (Guitarist)
Nicola El Hakim (Adonis drummer)Roger Moukarzel
Cynthia Khalifeh
Chef Antoine
Marc Hatem
Michel Azzi
Internal Security Forces
Lebanese army
Middle East Airlines
Harley-Davidson Lebanon
Poly Liban
Onlivery
Lebanese Red Cross
Civil Defense Lebanon
Guy Manoukian (music composition)