On January 22nd we released a front page ad in the Daily Star newspaper for Al Rifai, Lebanon's leading nut maker, next to to the biggest news of the year. The ad has since gone viral globally.
Off&On is a barbershop that caters to fashion-conscious, young men who want stylists that understand the latest trends in men's grooming. That's what Off&On is on the outside. To the privileged few in the know, behind the facade of the barbershop lies one of Beirut's best kept secrets: an underground after-hours club.
The final outcome of the website and its user experience and journey became an exact replica of the brand's real life experience on the ground. At first the user was welcomed onto the site by the barbershop, just has they are in the real world. Even navigating the site gave no indication that was anything else hidden behind the facade. However, for the curious and perceptive, they would notice that one place on the site didn't feel quite the same as everywhere else and if they were inquisitive enough to investigate, they would be rewarded with the door opening onto Off&On's alter ego venue.
On March 11th, République Beirut was named Independent Agency of the Year at the Dubai Lynx Awards, the highest possible honour given to an independent agency in the MENA region. In addition, République also picked up 1 Silver, 3 Bronze awards and 9 Shortlists for United Hands (Beirut Celebrations) and Raise Shawwa’s Voice (KAFA).
To launch his Spring/Summer 2015 collection, Elie Saab was inspired by his home city Beirut and its golden age, naming the concept 'Chasing A Dream'. As part of the communication, we created a magazine that would embody the Beirut of the 60s and 70s, exploring the beautiful era of glamour and beauty through the capital's iconic imagery, individuals and lifestyle.
Ramadan is the month where compassion reigns and our thoughts go out to those in need; we all do our part in trying to make the lives of others a little bit better. Starting on the first day of Ramadan and continuing throughout, we will be sending our Angel Drones across the country, delivering packages of joy to those who need it most.
Currently, domestic workers struggle to be heard in their campaign to demand serious investigation into the deaths of their peers. We created a website, where one domestic worker, named Shawwa, would serve as the voice of thousands of others. At first the viewer would only be able to see Shawwa, not hear her. To hear her, he/she would have to share her message. Shawwa's voice would then fluctuate depending on how many people were sharing her message at any given time - more shares, meant her voice was louder, the less shares and her voice faded away.
With ongoing political and religious divisions continuing to deepen, and still no agreement on a new President, 2014 was the year that Lebanon saw its unity crumble. With Independence Day around the corner, Beirut Celebrations, known for their nationalistic events and projects, needed to find a way to give the entire population a glimmer of hope in a hopeless situation.
Media outlets in Lebanon are considered political mouthpieces, so the only neutral place left, was online. We created a portal, where all Lebanese could express their unity. With a click of a button they could stand hand in hand to create the world's first virtual human chain using Google Earth, in a show of unity that represented the national wish to mend our divisions.
For Valentine’s Day 2014, we decided instead of targeting women – why not speak to the men in their lives? The concept of Love Translator is based on the fact that common misunderstandings between men and women can be fixed through better communication.
By creating a mobile application that would live-translate “Female” to English, the idea of “fixing inter-gender miscommunication” was given a user-friendly platform, where our target audience had a direct link to the brand as well as a shareable, playful tool that would prompt potential hours of engagement. We developed the app to have a facilitated interface, giving users a familiar and direct way to interact with the app.
After studying the techniques and processes of Ejjeh & Sons’ tailors, there was one undeniable conclusion: each piece they created was a piece of art. We decided to use their storefront as the gallery that would display an installation that would define both their technical expertise and the resulting artistic nature of their work. With 3months of preparation, we created one of the art world’s most recognizable portraits, using 1,292 spools of thread in 63 different colors.
The Ministry of Social Affairs needed to spread awareness about children being sent onto the streets of Lebanon to beg for money. Gang leaders have created beggar children rings, which go out and collect money only for the benefit of their oppressors. The campaign was based on the idea that when you give money to a child, you’re actually giving it to a much more sinister adult.
On Christmas 2014, we decided to forget about Santa and embrace a character that seemed like he was almost made for Al Rifai: The Nutcracker. By placing the character at the forefront of our campaign, we created a short film that reimagined the Nutcracker story within the world of Al Rifai.
Starting as a rejected Christmas gift, the Nutcracker comes to life, inviting his new friend, the young girl at the heart of the story, to join him to discover all the treasures that Al Rifai holds within its winter wonderland.
Sleep Comfort has been the leading mattress brand in Lebanon since 1973, in spite of the fact that it hasn’t advertised itself in years. To increase awareness of this fact we created a campaign that spoofed the stereotypical ideas that agencies pitch to clients to create a “winning” campaign: The Hot Blonde, The Annoying Jingle, The “Expert” Opinion, The Mascot.
With the final message, being: Sleep Comfort - No advertising needed, the campaign used the same colloquial language the Lebanese use when talking about someone who needs no introduction.
The Nada Slide Puzzle was created to directly engage with buyers and inform them in an exciting new way of the new flavor now available from the brand. By presenting users with a playful way of spending time with the brand, we were able to both announce the new flavor as well as build a deeper connection between the customer and the client.
For Abed Tahan's Christmas campaing, we created www.holidayhints.me - a platform where users could choose from a catalogue of gifts that they would like and tag their friends and love ones as hints.