On August 4th, 2020, a massive explosion physically and emotionally shook Beirut and the whole country of Lebanon. The blast is responsible for more than 200 deaths, around 7,000 injured victims, leaving an estimated 300,000 people with no roof above their heads. Large areas of the city have been ruined, the explosion turning these places into something unrecognizable.

More than 640 of Beirut’s heritage buildings were destroyed. Behind, tons of shattered glass remained, a visible testament to the violent event that took place in 2020. Because of Lebanon’s ongoing economic crisis and a notable absence of local and international funds, many of the buildings affected by the blast have been left neglected and unrepaired, even one year after the tragedy.

Wanting to encourage people to financially support Beirut and help its iconic constructions recover after the blast, the Beirut Heritage Initiative (BHI), a Lebanese non-profit organization that works toward restoring the city’s heritage, teamed up with TBWA\RAAD agency for the launch of the “Here’s to Beirut” initiative. With shattered glass at its heart, the campaign, which we are focusing on during this week’s #ThrowBrandThursday, highlights that even though the city was torn apart by the explosion, its spirit is unbreakable.

“Here’s to Beirut” takes the shape of handmade drinking glasses made from recycled glass, collected from the historical buildings. To create them, the organization worked with one of the oldest glass factories in the country. Carefully printed by hand, the glasses were packed in handmade Zain wooden boxes, with a design inspired by the famous traditional window facades in the city.

“We have created this initiative to help rebuild some of the city’s beautiful historical facades, with many remaining unrepaired more than a year after the blast. These structures represent the city’s glory and the rich culture of its courageous people and they need to be saved,” explained the BHI committee.

Still, one might wonder why use drinking glasses to raise awareness about such a cause? According to the agency, “everyone buying those glasses should drink to Beirut’s good health and to a more peaceful future for its people and its neighborhoods.”

“We would like to encourage people from all over the world to contribute to this important cause. Beirut has always been the city of life, the city of culture. It is renowned for its beautiful architecture, its historical buildings, and monumental heritage. These recycled glasses symbolize the strength and resilience of a beautiful city that will never break and that will continue to rise and rebuild and heal,” continued Krix Berberian, Regional Creative Director of TBWA\RAAD.

The “Here’s to Beirut” project isn’t the only initiative in which the agency used glass from the explosion to draw the audience’s attention to the August tragedy and what came next. In a campaign for MTV Lebanon, the advertising agency joined forces with the TV channel to bring justice to the victims, showing that “Lebanon will not rest in pieces” via the #WeAreUnbreakable initiative.

A microsite was conceived in support of the “Here’s to Beirut” initiative, which users can browse to learn more about the campaign, BHI’s activities, and even purchase one of the limited-edition sets. The glasses can be delivered anywhere in the world, with all the proceeds going to BHI, supporting the organization in its efforts of restoring the city’s architectural heritage.

Credits:

Client: Beirut Heritage Initiative

Agency: TBWA\RAAD