Lebanese Army does Army Day while playing with selling line.
The Lebanese Army does Army Day (which is August 1rst), by doing a series of ads that play with the insitution's selling line "chraf. tadhiya. wafa'a" (honor. scarifice. loyalty) by changing the last word to "development", "safety" and "prosperity". The idea is that the army provides these on day to day basis. Note the army is a big thing in Lebanon. Now, ad wise: 1) you do not play with a scaroscanct selling line 2) the photos are utterly unappealing actually. So on the whole, apart from the cardinal sin of playing with the selling line, not sure what to say. As someone who did ads for the army year in year out however picking a new concept yearly is tough, so I kind of sympathize.