THE TOXIC FLAG - LoveAndLobby

Awarded in Cannes at Health & Wellness category with bronze, “The toxic flag” campaign was using large scale art installation to make a powerful statement. For almost half a decade, Lebanon has been crippled by a major garbage crisis. To make matters worse, the Lebanese Government has deliberately kept the people of Lebanon in the dark, with its intentions to build harmful incinerators, which would further affect the environment, increase pollution drastically and put the lives and wellbeing of the Lebanese people at risk. They take action and make this invisible danger visible to the people of Lebanon. Impact BBDO Dubai created the Toxic Flag – a 35-metre high art installation, that could be seen from across Beirut, that spewed black smoke into the sky. Raised high, the flag gave the people of the city a very real and vivid glimpse of the future that awaited the country, once the incinerators were operational. While the smoke was non-toxic and environmentally friendly, the flag, inspired by John Gerrard’s art, immediately became the symbol of Lebanon’s dark and dire tomorrow. Visible from all areas that would be affected by the incinerators, it immediately sparked the conversation in Lebanese households and highlighted the need for alternate and safer options for garbage disposal.
“The Toxic Flag” won 8 awards at Cannes Lions 2019. Two Bronze Lion at Brand Experience & Activation and Health & Wellness. And 6 shortlisted awards at Brand Experience & Activation, Health & Wellness, Direct, Media and PR.