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| Photo: Bassam Karam |
Now, how do you tell a campaign without a backbone? It is firing on all fronts but missing most - if not all - if its targets. Let's recap. Vegans went all out, I covered the first unipole thinking it is a stand-alone (here). Turns out there is more where it came from. The first installment was very provocative, reaching to negative psychology. The second, above, goes "did I bother you saying vegan? What if I said vegetarian, Better? OK what if I said lent food?". Just to be clear, vegan has no Arabic equivalent and "vegetarian" is "nabati" (as mentioned in the ad - and up to my knowledge vegetarian and vegan are completely different diets). As for "lent food", I am not sure it is judicious to play on religious sensibilities in a country like Lebanon.
So between the first installment and this, I can feel that the notion was "let's fire on all angles". Or as I called prior "the spaghetti theory" - you throw the ball at the wall and see what sticks.