Project: El Mouneh El Batrounieh
Selling line: Bint Ayleh (Well brought up)
Contrasting with the image that a woman who does traditional stuff is old and has a bun, Joelle portrays funky and youthful women who have daring hobies and yet specialize in things like "fig jam"... Also, she
manages with brio to show these women so entrenched in the lifestyle that they would hold an assortment of vegetables as a wedding bouquet. Finally a departure from all those boring sepia images of the past for a product that remains traditional!