Brief: For this 2015 6-hour competition, sponsored by Cannes Lions, junior teams of two were briefed on a hypothetical job. The brief was to conceptualize and execute a two-page print ad that promotes the mission of Lebanon-based NGO Bassma to fight family poverty. The winning team in this local competition represented Lebanon at Cannes Lions.

Idea: ‘The Beggar Who Didn’t Use Your Money’ is our double-page ad below. The main idea that drove our thinking and execution is that family poverty is a systemic and larger problem affecting all members of the family in various ways.

Task: Conceptualization and Copy.

1st Place (Gold)