The new kafalat campaign is out from Byblos bank. Creatively speaking, it is a bit plain - in the same repertoire (but in a much better way) please check Nadim Zgheib's graduation project at USEK last year - but it was this execution that interested me the most. First let me tell you about the rest of the campaign - in one visual you see 6 coffee cups in a tray that can hold 24 and the line is "expand your business with up to 600 million LBp" same thing with a wooden basket contianing 6 apples but can hold much more etc... Then I saw this one: At first I thought it much better than the rest. Then the more I thought the more I realized that this one was off-brief. After all, what do you get when you expland a 2-star hotel? Well, you get a 2-star hotel with more rooms! Not a 5-star hotel. So the quid pro quo that happened was the there is a big difference between "expand" your business and "unprgade" your business. But I guess it is none of my business all of this!
The concept is strong, the execution is weak..how was this signed off and sent to print?
ReplyDeleteI don't get it, and for such a big client like Byblos bank? Unacceptable..
I've been reading your blog recently and must commend you on your excellent coverage and superb writing style. I thoroughly enjoy reading your thoughts and impressions! I only wish I could read and speak Arabic so I could comment on the student work that you post.. :)