Haret Hreik is a Hezbollah stronghold that has witnessed 4 suicide bombings in less than 6 months and is therefore a region that everyone avoids in Lebanon. Flower Town is a flower shop located at the heart of this “Death Zone” and needed to break the wall of fear to drive sales on the shop’s most grossing day: Valentine’s Day. The idea was therefore a very simple but powerful dare: “Would you die for your beloved?” People were asked to come to Haret Hreik, check in and buy a flower that had a green pin on it, proving they made the trip to Haret Hreik. Within 48 hours, the dare became viral.

Advertising Agency: Impact BBDO, Beirut, Lebanon
Chief Creative Officer: Walid Kanaan
Regional Creative Director: Ali Zein
Art director: Georges Kyrillos
Copywriter: Chris Jabre
Digital Account Director: Nassif Abou Aloula
Published: 2014