Lux and Sunsilk and a glorious summer via Pimo and Joe Fish

Crisis? What Crisis? Am quoting Supertramp's album to make a point. Because sometimes, life goes on, whether we want it or not. Props to Pimo and Joe Fish for making the unthinkable happen - a fresh and lovely and freebie-laden summer for the ladies (whom I know they need it). I already spoke of both brands prior (ex: Lux here, and Sunsilk here) and here we are, despite the tumultuous political situation (which is an understatement if there was one!) both brands (and agencies) managed their activations flawlessly giving the consumer a small taste of normalcy where it was much needed. 

Again, sometimes brands spread positive energies and Lux and Sunsilk have done so, in - I repeat - some very challenging circumstances in Lebanon. Well, if this is not the purpose of a brand, then what it is for?

Sea, Sunsilk, and sun... (update)

The Sunsilk summer is in full swing it seems (here)! So Nourie Flayhan (illustrator), Elsa Kahwaji (content creator) and Rita Samaha (dancer) get together on a beach. And actually, they seemed to be having a lot of fun doing beachy things. But what set the ad apart is that - blimey - they actually seemed to like one another. As in sincerely like one another. I am not sure how Joe Fish the agency behind the ad did the casting for these three women but it worked. And even their "antics" - trying to balance the Sunsilk on on the head or listening to a seashell seemed... natural. Long story short, sometimes you don't need an ad that would offer an unheard of creative breakthrough - sometimes just a genuine one does the trick! 

Small update:

The film is sort of the introduction of the collaboration of these 3 artists which resulted in a limited edition pouch that is truly a piece of art. A limited edition summer pouch, especially illustrated for the season by Nourie Flayhan, in collaboration with Elsa Kahwaji and Rita Samaha. Sunsilk will be present on beaches (Lazy B, Almaza Beach etc...) with the specially designed booth where girls can have braiding and glitter and get a chance to win these pouches through a claw machine game. The campaign apparently does not have any outdoors, it will be only digital and on ground activations.