To most people throughout the world, the camouflage pattern on solders’ uniforms sends a message of war and hostility. On August 1 this year, the Lebanese Army was given a new camouflage uniform by TBWA\RAAD. Its pattern sends a message of peace and unity. The new pattern, PeaceCamo, is made up of images of people embracing, kids playing, couples holding hands and generations coming together and those images were taken from real-life moments in which the army has helped the people of Lebanon.
The new uniforms were issued on the 75th anniversary of the Lebanese Army. They signify the jobs that Lebanon’s soldiers have actually been doing this year due to COVID-19 and the political and economic crisis affecting the country. The Lebanese Army has been responsible for establishing peace between protesters, helping resolve conflicts and protecting both the government and civilians to preserve security and civil peace. The Army wanted to remind people that it is always up for the most difficult missions, committed to serving, protecting and caring for Lebanon and its people. The uniform’s fabric is flame retardant, anti-static and the textile strength is the same as in the original army uniforms. The pattern and fabric were brought together by a team of textile engineers, graphic designers, illustrators, tailors, military logistics and uniform producers.
The PeaceCamo was revealed during the Army’s 75th Anniversary celebrations on August 1, 2020 on the streets of the capital city, Beirut. TBWA\RAAD’s PeaceCamo campaign also includes the 75th anniversary film, aired on all national TV stations, and a documentary on the crafting and tailoring of the uniforms and the message that they intend to portray.
“For the first time in history, the camouflage has repurposed its own existence,” stated Walid Kanaan, chief creative officer at TBWA\RAAD. “We have enjoyed every step of the process while working on the Lebanese Army’s 75th Anniversary campaign, from the creation of the concept and illustrations, all the way through printing, tailoring of the uniforms and filming. But the culmination of it all was to witness these uniforms come to life, on the soldiers that are defending our own country and protecting our families, friends and compatriots: An extraordinary moment.”