Print and Outdoor Craft > Print & Outdoor Craft

LEMON

TBWA\RAAD, Dubai / TINOL PAINTS / 2019

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OVERVIEW

Cultural/Context information for the jury.

Despite Arabic culture’s indelible contribution to world civilization, it has long been cast as incompatible with Western values, and Arabs as a whole have found themselves alienated and on the defensive due to the threat of terrorism from small but radicalized segments of society. Tinol, Lebanon’s leading paint manufacturer, tasked us increase brand love by reestablishing a sense of pride in the Arabic language on the occasion of World Arabic Language Day, December 18, 2018 through a campaign that would help our audience appreciate the extent to which Arabic has enriched civilizations across the globe. With a combined production and media budget of 12,000 USD, we endeavored to maximize exposure for our message through print in Lebanon’s English national newspapers and posters at touchpoints where the Arabic Language’s colorful legacy would be most impactful.

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