Lebanese Brew’s “TRY SOMETHING BRAVE” *2012*
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?!
Looks like a Diesel “land of the stupid, home of the brave” rip off to me.
same style, same concept
Well they have the “brave” association in common.. nothing else.. in the end no one can buy bravery as a concept.. it just exists… we didn’t say they invented anything, we said they were very “real”.
Have to disagree completely here, and concur with EsteemAdCritic,
but yes, it would be interesting to see what the readers make of it
It amazes me how you continually criticize influenced campaigns but turn a blind eye to others.
This mess of a campaign, although not exactly a copycat, is heavily inspired by the Be Stupid campaign.
“To be stupid is to be brave, when you risk something, that’s stupid” says Diesel’s manifesto.
The two campaigns are quite similar in the sense that both show examples of people acting stupid. But Lebanese Brew, being the brave beer it is, does not hide this fact. It reinforces it the by employing the same typographic composition.
Controversy aside, the campaign doesn’t live up to the philosophy it promotes.
Getting a tan on the rooftop is not that brave. Neither is getting a mohawk haircut. The situations feel tame and mildly funny in comparison with the Be Stupid campaign. The copywriting is witty-less and makes little sense. Some lines feel completely disconnected. What does shaking your beer like a Polaroid have to do with bravery?
I think I have a nomination for worst local adaptation of a foreign campaign.
We didn’t look for influence, we’ve seen the campaign and appreciated it from our perspective. will feature the Diesel manifesto in a post, and let the readers decide.. chill we’re very democratic here!
Yes I can vouch for your democracy and ‘brofessionalism’ , especially after having witnessed censorship on other blogs. (Tarek Chemaly, I’m talking to you).
I’m not saying this is a copy cat and I don’t mind inspirations. My problem is with the campaign itself. I’m just a little surprised that you criticize “inspired ads” but you’re completely fine with this one.
Check this out!
http://brofessionalreview.com/2012/06/15/lebanese-brew-inspired/
I said it before and i will say it again: Opinions are like assholes, everybody has one, but some are just deeper than others
HAHAHA YOU ARE JUST HILARIOUS!
You’re a deep opinion
Bro. Im a lover, im no hater
you know i totally respect anyone’s opinion.. and will always agree to disagree with the negatives. but to say that this campaign is a rip off of the Diesel ‘Be Stupid’ campaign, sounds as ridiculous as ‘Myriam Klink’ singing to her pussy 
Try Something Brave and don’t Be Stupid.
We actually didn’t Jimmy.. we have spotted similarities and just left the debate open. our “inspired or not” post says it all.. We just want to expose our audience to the pros and cons of every campaign.
And yes, this one too!
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I salut the brave approach of recycling the Diesel Campaign…it’s also brave to fight for an ad.
I like the crafting…
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