As a founding member of Brand Protection Group (BPG), INDEVCO Group, multinational manufacturing group, endorses efforts to protect the community and fight counterfeiting in Lebanon and the Levant region.
Brand Protection Group’s ‘Fake it All’ anti-counterfeit campaign receives numerous awards at the MENA Cristal Festival 2012 from 21 - 23 February 2012 at Mzaar Kfardebian, Lebanon. The annual MENA summit for media and communication acknowledges agencies for the most effective and impactful advertising and communication strategies in the Middle East and North Africa region.
‘Fake it All’ advertising campaign aims at increasing awareness of the negative implications of counterfeiting, in line with BPG’s mission. BPG serves community and industry in the region, aligned with INDEVCO Group’s community-centered corporate mission: "What is good for the community is good for the company…” INDEVCO Group holds the BPG Vice Chairmanship and participates on the Board of Directors.
7th MENA Cristal Awards 2011 - 2012
'Fake it All' integrated campaign, designed and executed by Leo Burnett, utilized numerous multi-media channels to communicate the message "The closest things to you can be fake”. The top advertising agency, Leo Burnett Beirut, was also named ‘Advertising Agency of the Year’. At the MENA Cristal Festival 2012, the anti-counterfeit campaign received the following awards:
|Promo & Direct Cristal||1. Promo & Direct||Grand Cristal|
|2. Corporate||Diamond Cristal/Gold Award|
|Integrated Cristal||1. Variation of the Idea/Plurimedia Campaigns||Diamond Crystal/Gold Award|
|2. Conception of the Idea||Emerald Cristal/Bronze Award|
|Cyber & Mobile Cristal||1. Retailer Website||Diamond Cristal/Gold Award|
|2. Viral Mechanism||Finalist|
|Media Cristal||Service||Diamond Cristal/Gold Award|
|Corporate & PR Cristal||Integrated||Sapphire Cristal/Silver Award|
|Special Awards||Advertisers||Grand Cristal|
*Diamond Cristal is equivalent to Gold award
Sapphire Cristal is equivalent to Silver award
Emerald Cristal is equivalent to Bronze award*
Award-Winning ‘Fake It All’ Anti-Counterfeit Campaign
On World Anti-Counterfeiting Day (8 June 2011), ‘Fake it All’ campaign orchestrated a large stunt on top Lebanese television shows and newspapers, as well as on Facebook. In addition, ‘Fake it All’ campaign utilized TV commercials, radio spots, and outdoor billboards.
The campaign has also been honored at the Epica Awards 2011, Gemas Effie MENA Awards 2011, 18th Golden Drum Competition, and the Cannes Lion Festival 2011.
Read about the campaign and other awards:
http://menacristal.com/uploads/images/competitions/2012/PL_PROMODIRECT_MENA2012.pdf http://menacristal.com/uploads/images/competitions/2012/PL_MEDIA_MENA2012.pdf http://menacristal.com/uploads/images/competitions/2012/PL_CYBERMOBILE_MENA2012.pdf http://menacristal.com/uploads/images/competitions/2012/PL_INTEGRATED_MENA2012.pdf http://menacristal.com/uploads/images/competitions/2012/PL_CORPORATE&PR_MENA2012.pdf