The Lebanese Basketball Federation, with VMLY&R and nonprofit Jouzour Loubnan, aimed to raise awareness of the decline of cedar trees in Lebanon due to deforestation. Before a game between two of the country’s most popular teams (Champville vs Beirut), when the crowd expected to hear the Lebanese national anthem, the moments were used to highlight the issue. Instead of performing the Lebanese national anthem, it was replaced with the Austrian anthem and flag to call attention to the fact that without cedars, Lebanon loses its identity.
This professional campaign titled 'No Cedar. No Lebanon.' was published in United Arab Emirates in April, 2019. It was created for the brands: Jouzour Loubnan and Lebanese Basketball Federation, by ad agency: VMLY&R. This Ambient medium campaign is related to the Recreation, Leisure and Sports industries and contains 1 media asset. It was submitted over 4 years ago.
Advertising Agency: VMLY&R, Dubai, UAE
Creative Director: Fernando Miranda
Art Director: Bahaa Fakhereddine
Chief Creative Officer: Kalpesh Patankar
Producers: Toufic Traboulsi, Adriana Diab
Editor: Prathyush Kumar
Secretary General: Antoun Khalil / FLB
President: Akram Halabi / FLB