Beit Misk finally makes real use of advertising
By Admin I : We finally welcome Beit Misk to the land of advertising after their series of immature attempts trying to create a link with the audience by releasing the “ana min Beit Misk” approach, introducing the name without the added value, which was a weak approach from a revolutionary project (as they claim). The visual approach came also weak with the use of low quality stock photography that we all identified with on the level of “the free Stock photos dvd bought from Bourj Hammoud”.
Anyways, Beit Misk is back on track with a muti-visual campaign and a precise message with the convenient visual. Talking concept, the campaign is well thought through and smartly illustrates the fact that Beit Misk is the ideal self-sufficient town offering a new lifestyle based on modern living techniques from electricity to gas pipes, satellite and safety systems. The art direction’s aim here was to convey a museum look that doesn’t really show unless you keep track of more than one visual. The photography is very dark, and the date tags can be easily missed.
A note to add, even though the whole campaign is generally good, the copywriting distribution or what we call hierarchy of information came a bit disappointing, especially that the revealer comes before the true selling point of the ad, logically speaking, the main headline should’ve been “generators are history” triggering people’s curiosity then the other revealing headline “24 hours electricity..” which would’ve added a degree to the flatness of the approach.
In the end, Beit Misk knew that advertising is “the” tool for a successful marketing approach, especially that the project claims modernity by all its means. We’re just too happy you decided to lose the cheap stock imagery, and conceptualize your work. Good job!