Tuesday, June 21, 2011

‘Fake It All’ Anti-Counterfeit Campaign: Recognized at Cannes Lions Festival 2011

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The ‘Fake It All’ campaign, developed for Lebanon-based Brand Protection Group, received Cannes Lions Silver PR Award.

The Cannes Lions 5th International Festival of Creativity awarded the Silver PR Award for ‘Best Integrated Campaign Led by PR’ to Brand Protection Group’s ‘Fake It All’ PR campaign. The annual global festival took place at the Palais des Festivals et des Congres in Cannes, France from 19-25 June 2011.

The ‘Fake it All’ campaign, developed and executed by Leo Burnett Beirut, aims at increasing anti-counterfeit awareness in Lebanon, in line with Brand Protection Group’s mission.

INDEVCO Group, founding member of Brand Protection Group (BPG), supports the association’s cause to combat counterfeiting, protect the community from harmful effects of counterfeit products, and preserve the integrity of member brands.

Through INDEVCO Group’s active role in the association, the multinational group of companies demonstrates its support to the local community and dedication to promoting Lebanese industry.

Cannes Lions PR Silver award coincides with BPG’s continuous efforts to increase awareness of government officials and the general Lebanese public.

The ‘Fake it All’ Campaign 

To spread the campaign message, "The closest things to you can be fake", ‘Fake It All’ was launched using popular media channels, including TV commercials, radio spots, and outdoor billboards, as well as a large attention-grabbing stunt orchestrated on World Anti-Counterfeiting Day (8 June 2011).

The stunt was carried out and adapted to various media channels: A mass group of people were sent to a big Lebanese mall to imitate bystanders; a large newspaper agreed to release a fake front page logo for its readers to spot and report; popular TV and radio shows were presented by mock hosts rather than the real hosts; and 250 fake facebook profiles were created sending friend requests to the authentic profiles.

Brand Protection Group

Brand Protection Group, an association of local, regional and international producers and distributors, fights counterfeit products in Lebanon and Levant region. The association works closely with the government, diplomatic bodies, and other supporters.

BPG communicates to consumers, trade partners and member companies key issues and risks that come with illicit trade. Strategic partners include: Lebanese Ministry of Economy & Trade, customs authorities, Amideast, European Union (EU), French Embassy, UNDP, USAID, and the U.S. Embassy.

BPG has received numerous awards for efforts in raising anti-counterfeiting awareness. In 2007, the association received the Global Anti-Counterfeiting Award and in 2008, it was honored with the Golden Pan Arab Web Award in the Non-Governmental Organizations category.

Cannes Lions International Festival of Creativity

Cannes Lions 2011 brought together leaders and professionals in communications and creative thinking. Fifty seven (57) world-class seminars were featured by the Cannes Lions learning program.

Lion trophies awarded during the Cannes Lions Festival include Film, Press, Outdoor, Direct, Media Cyber, Radio, Promo & Activation, Titanium and Integrated, Design, PR, Film Craft, and Creative Effectiveness.


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