Lebanese National Museum Campaign
By Admin I : It seems that our reviews and the audience’s phenomenal interaction with us was not enough to make some agencies understand that there’s a desperate call for creativity, and there’s nothing personal against their specific campaigns!
We are not playing hide and seek here, and if we were tough on some campaigns (mainly coming from this same agency) it is purely because we see works that underestimate people’s logic and awareness level, lacking the minimum basics of a solid mature advertising approach.
This time it’s another campaign by Clementine, that seems to be taking over the majority of the national campaigns, also word-playing and using the bitter-fun approach while promoting a National call to rescue the National Museum holding a rich heritage of Lebanon and the region. Just another “Do re mi fashol zaree3 – as Boumali portrayed the previous Homecity ads)
There’s nothing wrong with the execution this time, the work is neat and the message is straight to the point, but what’s irritating is their constant word play abuse! “Ahiram (a Phoenician king of Byblos) to sound as haram – pitty” is a real a pitty to be associated with such a meaningful campaign that should generate donations. Accordingly, people who might donate or have the ability to do so, wouldn’t care less about the fun appeal they’re trying to attribute to the campaign, simply because it’s not the right approach for the right subject matter in the right moment.
Feeling sorry for associating a National cultural treasure with such an amateur-ish approach, and If you feel like donating after all the drama, you can use the following Bank Audi account: 315 885 461 30. peace!