The Khede Kasra campaign used nothing more than a strategically placed kasra, the Arabic word for a distinguishing mark, on a letter to address the gender imbalance in Lebanese society. And what the seemingly benign accent does is it alters the predominantly masculine Arabic language to feminine.

“Arabic words by default are written and read as masculine. Khede means ‘take’ and Kasra also means ‘habit’. It was a play on words. We did this for the Women Empowerment Program for the Hariri Foundation,” says Bechara Mouzannar, regional executive creative director, Leo Burnett Beirut, Lebanon, who worked on Khede Kasra said in an interview with The Gulf News.

This is probably the strongest idea I have seen during this years Golden Drum Festival in Portoroz Slovenia. Last night during the award ceremony, I was lucky to seated next to the big winners from Leo Burnett in Beirut. The complete team involved deserved every prize presented to them by this years jury, including a Grand Prix. Congratulations

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