Tuesday, December 20, 2011

‘Fake it All’ Anti-Counterfeit Campaign: Winning International Awards

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Brand Protection Group (BPG) ‘Fake it All’ advertising campaign receives 4 new international awards, demonstrating the reach and impact of the anti-counterfeit campaign.



INDEVCO Group, a founding member of Brand Protection Group (BPG), strongly supports BPG’s aim to increase anti-counterfeit awareness in Lebanon and the Levant region. The group works to preserve the integrity of member brands and protect the community from harmful effects of counterfeit products.

INDEVCO Group, an international manufacturing group headquartered in Lebanon, plays an active role in the association, holding BPG Vice Chairmanship and participating on the Board of Directors.

‘Fake it All’ Anti-Counterfeit Campaign

BPG and Leo Burnett Beirut together developed the effective and impactful advertising campaign to raise awareness of the negative ramifications of counterfeiting. The anti-counterfeit campaign spread the message, "The closest things to you can be fake”.

‘Fake it All’ campaign utilized TV commercials, radio spots, and outdoor billboards, as well as a stunt orchestrated on top Lebanese television shows, newspapers, and Facebook on World Anti-Counterfeiting Day (8 June 2011).

Watch the ‘Fake it All’ Anti-Counterfeit Campaign Video

From October to November 2011, BPG’s ‘Fake it All’ campaign, designed by Leo Burnett Beirut, received the following advertising awards:

Epica Awards 2011
Bronze Award in ‘Promotions & Activation’ category

Epica Awards announced the complete results of its 2011 awards during the last week of November 2011. The 25th Epica Awards ceremony will be held at the Kino Šiška Centre for Urban Culture in Ljubljana on 20 January, 2012.

Epica Awards recognizes exceptional creativity, originality, and quality execution of ideas from communication agencies, film production companies, media consultancies, photographers and design studios, and web agencies in Europe and the Europe, Middle East and Africa region (EMEA).

Gemas Effie MENA Awards 2011
Silver Award in ‘Best Use of CSR’ category

Gemas Effie MENA Awards 2011 took place on 26 November 2011, in Dubai, UAE. Leo Burnett Beirut and BPG received the Silver award in the category ‘Best Use of Corporate Social Responsibility (CSR)’.

Gemas Effie Middle East and North Africa (MENA) Awards names the region’s most eminent marketing works. Awards are given to those that present a big marketing idea executed effectively, moving the target audience to feel, recall, and act.

18th Golden Drum Competition
Silver Drum Award in ‘Integrated Communication Campaign’ category
Silver Drum Award in ‘Public Relations’ category

BPG and Leo Burnett’s ‘Fake it All’ campaign fell under the ‘Integrated Communication Campaigns’ and ‘Public Relations’ categories of the multi channel section, taking home 2 Silver Golden Drums. The Golden Drums took place from 5 – 8 October 2011 in Portoroz, Slovania.

The 18th Golden Drum Competition awards agencies, advertisers, clients, design or production houses, TV broadcasting or media companies and others involved in the creation or production of creative and effective marketing communications. The competition is divided into two sections, single channel and multi channel, judged by international panels of top industry panels.


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