As war broke out in Syria, Lebanon's economy deteriorated further and people lost hope in a future for Lebanon. “Keep Your Flame Alive" was my last contribution to the #KeepWalkingLebanon campaign. (See more on how it started here).
In a tribute to the resilient Lebanese spirit, a short film starred a feeble flame fighting for its life while a storm rages, determined to blow it out. (above)
When people used the hashtag #KeepWalkingLebanon on social media to spread messages of hope and resilience, our team responded live. A light calligrapher, Karim Jabbari, and our production team rode in a van every night for 20 nights, travelling across Lebanon and re-creating people's messages with fire (using open shutter photography). The images were retouched in a matter of minutes, branded, and reposted on social media, tagging the message owners. 
You can watch the case study here
Cannes Lions - Cyber Silver - Cyber Bronze - PR Bronze
Dubai Lynx - Interactive Grand Prix - Promo & Activation Grand Prix - Branded Content Gold - Direct Gold
New York Festivals - Integrated Gold - Direct Bronze - Online Film Bronze
One Show - Branded Use of Social Bronze
Facebook Awards - New Frontiers Silver
Keep The Flame Alive was created in 2014
Agency - Leo Burnett Beirut
Executive Creative Director - Areej Mahmoud
Creative Director - Davina Atallah
Senior Art Director - Nadia Deghayli
Senior Copywriter - Lama Bawadi
Produced by Stoked
Short Film Directed by Hady
Fire Calligraphy by Karim Jabbari
A sample of hundreds of images created with open shutter photography over 20 nights as a reaction to people's engagement.
Watch the case study for the "Keep The Flame Alive" campaign. 
When I started working on Johnnie Walker, the global format celebrated the success of individuals. Johnnie Walker was celebrated as a drink for success and progress. But in the Lebanese market, tough economic and social conditions made individual success synonymous with corruption. 
#KeepWalkingLebanon was our solution to make individual success a statement about collective progress. Bernard Khoury and Nadine Labaki became the symbols of the Lebanese spirit in these campaigns. They featured television commercials, press, outdoor, and online videos where they talked about their careers and the challenges they faced in Lebanon, and the role of the community in their success. 
Keep Walking Lebanon with Bernard Khoury 2010
Keep Walking Lebanon with Nadine Labaki 2011
Agency - Leo Burnett Beirut
Chief Creative Officer - Bechara Mouzannar
Executive Creative Director - Areej Mahmoud
Creative Director - Wissam Matar
Senior Copywriter - Salem Habbous
Senior Art Director - Krystel Hoche
Art Director - Jessy Stephan
Produced by Intaj
Photographer - Jon Shard
more projects & collaborations
micro content


The Instagram Experimental Film Project.


Electronic Music Loops Project.

in development

MORTAL (doc)

IT'S SAFER UNDERGROUND (feature fiction)



(miniseries - fiction)


2018 © Areej Mahmoud