LEGALLY BRIDE

LOCAL FLAVOR

Our strategy was simple, we aimed at bringing to life the religious law s in Lebanon that allow girls as young as 9 to legally wed. We wanted to highlight the existence of such a religious law and put it in full-action live at the Corniche, Lebanon’s most active public platform visited by people from all religions and social classes.In order to do that, a photoshoot was staged on Beirut’s Corniche between a middle-aged man and a young girl no more than 11 years of age, his bride. The photoshoot was filmed along with countless reactions of outraged bystanders protesting against the act. Bringing this religious law to life made all witnesses feel the heat in its reality, as all daughters could be victims of such outdated rules.

Agency – LEO BURNETT BEIRUT

CREATIVITY NATIONSBEYONDCLICHES LEBANON LEO BURNETT BEIRUT
LOVEANDLOBBY