I admit I am a sucker for exceptional copywriting, and this is a line I wish I had created myself. "Visit for the love of God!" - what was once a sign of exasperation is now more an invite for religious tourism in Jordan. The campaign, brainchild of JTB Levant, is spread all over the Lebanese territory and - miracle of miracles (yes, a pun!) - works equally well in three languages! The images are beautiful, that is a given, but it takes guts from a client to accept such a challenging line and run with it till the end. A beautiful campaign indeed. I for one am sold.
