Mukhi sisters #occupyconversations
Admin I : Call us biased, we don’t care; we simply want to show some respect to selective agencies and selective clients. It is when an agency, whether république Beirut or any other one, chooses to produce quality work without taking into account a wide market presence, it is where advertising is not fast food, where everything is done with the right attitude -most of the time- exactly like the new Mukhi sisters campaign.
After a very well done Valentine’s campaign (with a bit of inspirational* background), Mukhi sisters come back with a new hit release, a statement and a priceless attitude, it is indeed the image they associated with their lines of jewelry, for a specific audience and a daring approach with minor retouching slips.
Whether the campaign makes sense for a local audience or not and whether the occupy movement has been used and abused in advertising everywhere, it is still a fact that this particular approach makes you take a deep breath and celebrate every bit of character you have, it has this vibe that makes you want the product, just for the randomness of having it, it’s totally an added layer to the flat consumerism behaviors that rein the market.
It’s quite refreshing to see a jewelry campaign that goes against the flow, no sexy model and no over processed shiny jewelry but a deeply rooted concept and a well thought of copy playing on the fact that jewelry’s audience would definitely crave for attention, for buzz, for occupying conversations!