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LADA was launching its new Urban 4X4, a tough car that could finally handle Lebanon’s roads - potholes, bumps, floods and all - while still being pocket-friendly at a time when the country was going though a financial crisis. Meanwhile, the Lebanese government wasn’t doing anything to improve road conditions or make life a smoother ride for Lebanese drivers.
So instead of thanking our own state, we decided to thank another, Russia, in a buzz-worthy campaign that got the whole country talking.
The campaign won a Grand Prix in film at Dubai Lynx 2020/2021.