During the mayhem that followed the devastating explosion that tore through Beirut on Aug. 4, a baby was born — and now his story is being told by diaper manufacturer Pampers to inspire the rebirth of hope in a grieving nation.
George’s mom went into labor moments before the blast. Her local hospital was destroyed and her son had to be delivered by the light of nurses’ telephones. It is an inspiring story that deserves to be shared, and so advertising agency Leo Burnett and Pampers created a film that reveals the incredible circumstances of George’s birth, using footage captured by his dad before and during the delivery.
Promoted with the hashtag #HopeIsBorn, not only does the film introduce George to the world, it also serves as a timely reminder to the people of a devastated city — and the rest of the world — that even in times of great adversity, there is always hope for the future.
The film is in line with Proctor and Gamble’s Force for Good philosophy, as part of which Pampers has donated 1 million diapers to the babies of Beirut, in honor of George.
The film was created by Leo Burnett Beirut and produced by 1505 Studio.