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So Halloween came and went... And after any high comes the cleaning, and in this case taking off the costume, the make up, for some the prosthetics, basically - to quote Joe Fish and Unilever - you "need resuscitation" (with the help of Lux shower gel, Vaseline lotion, Sunsilk instant repair, Omo wonder wash, and Signal white now). So yes, events come and go, and people still need to wind down after all the artifice of Halloween, and as the Joe Fish put it, they do need to be resuscitated.
Abed Tahan has a new campaign in several executions. The idea is that... as we say in Arabic "may you turn 100", well at 96 years old, Abed Tahan is close enough, and again as the saying goes "for us and for you"... But not for "it". The it is that good that we keep using way beyond its life expectation - because, well, because you're Lebanese. So, a purely Lebanese ad, from copy to concept to execution. I also saw the TV ad for this one (the fridge) which is also typically Lebanese (here). So at least Joe Fish and Abed Tahan know who they are speaking to.
Le Mall just went totally out there for the festivities. In a very fresh execution brought to us by Joe Fish, the campaign goes for those young, and young at heart, because honestly, who wouldn't love to unwrap anything on Christmas time? More points when the whole thing is an experience can cherish for a long time because well, Le Mall, does tend to have something for everyone. It is great to know that conceptual effort was injected there along with the correct size of festive elements without, thankfully, overdoing it or going back taste. A warm branding effort which is much needed on these difficult times.
Well, festive spirits ahoy, and this time out in the open. Intrigued? Well, Vivad just went all out celebrating OOH (Out Of Home) with some of Santa's HOHOHO in tow. Integrating your product in an ad for a special occasion might be one of the most difficult tasks, but they just did it indeed. Apparently this comes from the creative minds of Joe Fish. A festive one indeed. And right bang on product wave.
Because sometimes agencies speak more when trying to seduce. Joe Fish goes all Valentine-ish with an array of recruiting posts. Lovely and well-timed and with a hint of Wes Anderson esthetic. So, who's going to show them some love? Seriously though, these are quite nice and totally up my alley with their pop art influences. Here's the whole stash on instagram!
And this comes from our friends at Joe Fish! If you work in communication, you'll get it, if not - sadly it is a "meh". But here's the gist: Clients, sadly, tend to tinker with the assignments they give creatives ad infinitum so it is not unusual for a file to be labelled "final" "finalfinal" "finalfinalfinal"..... So yes, now we have a president... "finalfinalfinalllFINALLLLLLYYYYYY".
A giant smell diffusing pot which is not AI? Yes please. And yes it is happening this weekend. Lush and Joe Fish went for over-oversize. Lush, inventor of bath bombs, has had no social media presence since 2019, so the challenge was to still make it out there, without being too chi chi about it. Apparently Lush are already on the ground with a shop in Beirut Souks which got hit severely in the 2020 explosion that destroyed Beirut as well as the ABC malls. Did it work? I believe it did. Now of course, this category is more "luxury" in Lebanon these days due to the state of the market and the consumer but what do I know? Perhaps it has a large chunk and I am not aware. Still, it is lovely to see them reach - literally - above and beyond. Apparently the pot is destined to smell like the Lush shops which you can detect hundreds of meters away.
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.
