A World of Color Leads to Gold

A World of Color Leads to Gold: M&C Saatchi wins Gold at Pikasso D’or

Every February, denizens of Lebanon’s advertising world come together for the annual Pikasso D’or awards, one of the most anticipated and respected competitions in the country, awaited by everyone from fledgling rookies to the top professionals and veterans of the industry.

This year’s ceremony marked Pikasso’s 21st, with the biggest win of the day going to M&C Saatchi MENA in the Network category for LBCI’s rebranding campaign.

Consisting of a series of visuals communicating LBCI’s new slogan “The world is colorful,” the aim of the campaign is to endorse diversity in a country where both media and people are divided into the various political parties and the colors representing each, and to offer a new grid of programs tailored to all the Lebanese, regardless of their affiliations.

Using the different colors of the various political parties, this copy-based campaign includes insightful Lebanese sayings, tweaked to convey a message of tolerance and acceptance of diversity.

Congratulations to the M&C Saatchi MENA team on their latest win.

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