Lebanese Brew’s “TRY SOMETHING BRAVE” *2012* (1st to be nominated for the 2012 best campaign)
By Admin I : So it took us few hours to digest the buzz caused by this campaign on every social media platform, we took our time, first because we don’t only cover a campaign but review it, second because Interesting Times has been one of the agencies producing a non stop flow of good quality advertising that we shed the lights on and was featured in a special post earlier last month.
“TRY SOMETHING BRAVE” or “THE LAST SUMMER ON EARTH” is not a normal campaign; it simply has all what’s missing in other approaches: a simple concept “brave actions” a fun tone and a blunt visual and typographical approach. The campaign works on what is known as the audience’s dynamics, where it gives you an intense load of interactivity to deal with and leaves you hit by the amount of genuine reality that totally contradicts the field’s hypocrite works.
Those guys have some balls! Yes they do, and they’re bluntly trying to make it “contagious” which links all the LB Beer campaigns in one brilliant pattern. Based on a super well done copywriting job, and an interesting visual approach blending reality with a hint of insanity, the campaign wraps up very close to perfection.
It is indeed a fresh breath of air to see such work after a series of pretentious CSRs invading the media for no reason, after a load of fake promises, cheesy approaches and agencies taking brands to the lowest low, the year was major fail until this breakthrough, which should be complemented with many applications to come (typical award show materials that serve nothing. the visuals released were just enough)
On the cons, and being a very picky reviewer, you guys should know that the outdoor don’t work. They just don’t because of layout and coloring issues ruining the impact the campaign did on screen. On the other hand and surprisingly, the video serves only one purpose and looks very repetitive after seeing the still visuals (that also suffer from some ligatures in type), a rhythm issue mainly due to pace and background music, adding an additional layer to the video instead of doing 14 still visuals would’ve worked much better.
The first campaign to be nominated for the BEST 2012 advertising campaign on our blog, what can we say more?!