August 4th, 2021 marked the one-year anniversary of one of the largest non-nuclear explosions in history. The Beirut blast broke buildings and their windows, destroyed businesses and homes, caused more than 200 deaths, and left an estimated 300,000 people on the streets. It shattered people’s souls and turned their dreams into pieces. Still, the indestructible will of people to find out the truth about what really happened keeps going on.
One year after the disaster, there are still no answers about who was responsible. To break the silence, Lebanese TV channel MTV launched the #WeAreUnbreakable campaign. The initiative brings the victims of the blast to life through art, showing that “Lebanon will not rest in pieces” after the August tragedy. Developed with the help of advertising agency TBWA\RAAD, the campaign showcases the portraits of the last year’s blast’s victims using glass recycled from the explosion as a canvas.
In collaboration with art historian and gallerist Laurent Marthaler, world-renowned Swiss shattered glass artist Simon Berger, who uses a hammer as a “paintbrush” to express his creativity, joined the campaign, turning some of the glass remained from the explosion into works of art that commemorate the victims. Berger flew to Lebanon to be part of the #WeAreUnbreakable campaign, visiting the explosion site and many of the victims’ family members to pay condolences and get to know more about the stories behind those he was bringing to life.
Equipped with a hammer and protective gear, the artist used the force of his unique tool onto sheets of glass, giving rise to the portraits of those caught up in the explosion. The resulted artwork communicates a scream for the truth and justice.
“Visiting the explosion site, meeting the families of the victims, hearing their stories, and sharing their pain was a very emotional experience for me, one that will remain in memory for life. I truly hope that my art will contribute to bringing justice to the victims, their families, and the people of Lebanon because they deserve it,” Berger said.
Habib Ghobril, General Manager at MTV, said: “For an entire year, MTV Lebanon has been trying to shed light on the unknown, to intimidate politicians and question judges. On the occasion of the first commemoration of a day that has forever changed the lives of the Lebanese people, we decided to call for the truth in our own special way — to state boldly and clearly that no matter what breaks, we refuse to let go of the truth; we will continue to pursue justice for the victims. Lebanon and its people are unbreakable.”
Walid Kanaan, Chief Creative Officer at TBWA\RAAD, added: “‘We are Unbreakable’ took us on an intense and very emotional journey — one we felt wholeheartedly compelled to take. We would like to thank Simon Berger for his generous and thoughtful contribution; it was an honor to have him in Beirut. Putting talent and art at the service of such a strong cause gives creativity a much more meaningful purpose. We hope to see justice served at the soonest possible time. Until then, #WeAreUnbreakable.”
The created portraits were presented on Sar el Waaet show — one of the country’s most renowned TV shows hosted by journalist Marcel Ghanem — during a special episode aired live from the site of the blast on August 4th in memory of the victims. The artworks were then displayed at Beit Beirut, or the “Yellow House,” a museum and cultural center that celebrates the history of Beirut, to be part of the museum’s permanent collection.
Credits:
Client: MTV Lebanon
Agency: TBWA\RAAD
Chief Creative Officer: Walid Kanaan
Creative Director: Georges Kyrillos
Associate Creative Director: Christopher Ghorayeb
Marketing and Communications Director: Romy Abdelnour
Senior Art Director: Jad Chidiac
Copywriter: Nour Christidis
Senior Producer: Rozy El Beainy
Producer: Elsa El Amm
Designer: Maya Nassif Jabre
Glass Art: Simon Berger
Photography: Steve Kozman
Production Company: Truffle Film
Director: Lara Saba
TVC filmed by Ziad Chahoud
Portraits photographed by François Chahine