2011 Winners & Shortlists

Brief Explanation

Bank Audi’s objective with the “Loubnani” MasterCard Credit Card was enhancing the value of the Lebanese Lira and focusing on the importance of using it to boost economic activity in Lebanon. Bank Audi wanted to design a product to improve the purchasing power of employees who are paid in Lebanese Lira, and expresses a permanent effort to reconstitute the Lebanese middle class which plays a substantial role in boosting economic activity.The challenge was to create a product which provokes an instant nostalgia for Lebanon, reminding the user of their emotional attachment and social responsibility towards the nation.

The Brief

The brief was to design a “Loubani” brand image to remind the cardholder of the devoted Lebanese national heritage message. The "Loubnani" MasterCard Credit Card from Bank Audi is specially designed to represent the Lebanese national and to fit his/her unique lifestyle. It is a combination between the ancient past in terms of design and the modern present in terms of content. The Loubnani Credit Card Box contains a membership kit and one of five designs of the Loubnani MasterCard Credit Card.

How the final design was conceived

The agency developed five different “Loubnani” MasterCard Credit Cards designed to combine notions of Lebanese heritage mixed with its modern-day culture. Images of heritage sites in Lebanon such as Beirut, Baalbeck, and Jeita are used as main graphical elements. The “Loubnani” cards were produced with a cedar-scented material which gives its holder the opportunity to remember the scent of the country’s Cedar Tree as a national symbol every time they uses the card. An Arabic calligraphic logo on the front of the card reads "Loubnani", translating to "My Lebanon", provoking the heritage of the country to all Bank Audi clients.

Indication of how successful the outcome was in the market

The “Loubnani” cards were launched in August 2010 and are expected to become the favorite credit card of the Lebanese because they take root in their pride in the Lebanese culture and heritage, as well as in the Lebanese people’s love for their country.  The launch of this new product is yet another landmark in Bank Audi’s journey. Above all, the use of this card as the principal mode of payment will also contribute in limiting the “dollarization” effect on the Lebanese economy and confer a newfound feeling of pride towards Lebanon’s local currency: the Lebanese Lira.