When we asked ourselves what is it that makes the Lebanese succeed despite all odds: we realized that being Lebanese meant being resourceful by nature.

It is the one trait that binds its people together despite them belonging to a deeply fragmented nation.

Our campaign revolved around the idea that: The Resourceful Don’t Wait; and it is them who can keep the country moving forward.

We launched the campaign with an awards ceremony, in the presence of media moguls, politicians and opinion leaders that celebrated the 5 local resourceful individuals and their projects.

The campaign’s film, as well as the documentary which portrayed the 5 resourceful projects, were projected during the night and simultaneously during the evening news on major TV stations for the nation to get exposed to the idea. On the same night we launched the microsite and online activation for a month-long period, which aimed to inspire people to stop waiting and upload a video of them walking in order to create the longest walk of the resourceful. Each step also helped unlock a fund that would help the 5 individuals grow their projects. We further amplified the walk of the Lebanese by setting them up on the main animated OOH of the country, exposing new walkers as the days went by.

In one month of an ongoing campaign:

• 22 million media impressions

• 3.3 million total video views out of a population of 4.5 million

• 82+ thousand steps donated

Funds of $75,000 were unlocked and distributed for the local projects to grow.