Unity Billboards
The Lebanese Army
TBWA\RAAD
Overview
In modern politics, campaigns are all the same. Successful ones are fueled by money. That is especially true in Lebanon where political parties are rooted in sectarianism and corruption. People expect the recurring empty promises and nepotistic candidates from all campaigns. Voters follow religious affiliation and are hostile towards other parties. The country is plagued by divide.
The only constant, secular, loved and unifying baseline for the population is the Lebanese Army. The Lebanese Army plays a major internal role in safeguarding civil peace.
With campaigning comes public unrest and accentuated political division. The Lebanese Army created a campaign that highlights a message of unity with an aim to change perceptions about political campaigns and enforce a sense of humility to party heads.
The Lebanese Army used bits of parties’ divisive slogans to create messages of unity that were used in outdoor media throughout the country, during campaign time.
