After the devastating blast that tore through Beirut on August 4, and right in the middle of the mayhem, a little baby was born. And with him, hope was born again for an entire nation.
George’s mum went into labor moments before the explosion, and even though the hospital had been destroyed, he was determined to make it – delivered under the lights of nurses’ telephones.
George’s story was an inspiration that needed to be shared. So Pampers created a film to welcome him not just as a baby, but as a symbol of promise. After all, babies are born every day, every minute, but this little baby’s birth was a message to the people of a devastated Beirut that even in times of adversity, there is always a ray of hope.
The film starts out as a welcoming letter to George, a depiction of the unfathomable circumstances surrounding his birth. Then, with the use of real footage captured by his dad before and during the delivery, we were able share the maelstrom of the moment with the rest of the world.
As part of the Force for Good initiative, Pampers distributed 1 million diapers to the babies of Beirut, and in honor of Georges, to an NGO and the two hospitals that welcomed them. The gift was part of the P&G pledge of the $ 1 million to help the families impacted on that day.
The film was created by Leo Burnett Beirut and produced by 1505 Studio.
P&G Brand Team
Baby Care Brand Director – Omar Sharawy
Baby Care Communications Director – Assile Beydoun
Creative Team – Leo Burnett
Malek Ghorayeb: Executive Creative Director
Betty Francis: Regional Creative Director
Alisar Daher: Copywriter
Rami Rikka: Art Director
Account Management Team – Leo Burnett
Nada Abi Saleh: Managing Director
Youmna El Asmar: Planning Director
Christopher Nehme: Communication Manager
Line Mansour: Senior Communication Executive
Production Team
Gabriel Abou Daher: Head of AV – Leo Burnett
Jad Rahme: Director – Studio 1505
Samer Fleihan: Producer – Studio 1505
Ziad Chahoud: DP – Studio 1505
