Wednesday, November 23, 2022

Joe Fish and a sarcastic Independence Day campaign

For a second my heart skipped a beat. My first reflex was "please, no, not another campaign of "I love Lebanon no matter what", I couldn't stand that". Thankfully Joe Fish delivered with a completely sarcastic copy-based campaign about - well, what's not functioning in Lebanon. Museums on every corner are supermarket shelves, after parties are trying to navigates staircases in buildings with a torch, winter group activities is trying to make it your home through the traffic jam on a rainy day, and the funny list continues. Thankfully this Independence Day came and went without the usual foray of brands dipping everything in flag colors. Which makes the Joe Fish campaign all the more refreshing.