Cannes Lions

THE LEBANESE DO-IT-YOURSELF MAN

LEO BURNETT BEIRUT, Beirut / LIBANPOST / 2014

Case Film
Film

Overview

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Credits

Overview

Description

Doing your paperwork in Lebanon is a difficult task, usually reserved for the man of the house because of its aggressive nature. Getting one document stamped could take all day in old, chaotic & unorganized governmental institutions.

LibanPost created a new service that completes & processes all your paperwork on your behalf, while you remain at home. The Lebanese man, who is used to doing everything on his own is too proud to use this service. This is an ode to the Lebanese man.

This is the story of an anti-hero: the glorious do-it-yourself man, a representative of all Lebanese men, who wouldn’t allow for anyone else to do his chores, yet cringes in the face of tedious paperwork.

To bring this story to life, we needed a character that embodies the comedy of that character. Furthermore, the “trashy” setting & art direction were essential to bring the character to life.

The visuals needed to be contrasted with a somber and serious voice over coupled with an epic music track. We chose to compose music that pays tribute to this lone soldier, borrowing stylistically from the Spanish-inspired western movie tracks of lone riders in western movies.

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