2013 Winners & Shortlists

Results and Effectiveness

We received an unanticipated diversity of responses to our installation. Displayed in Ejjeh & Sons’ storefront on one Beirut’s busiest roads, the 3m x 2m installation was not only watched by a crowd as it was being installed but also by thousands of others in its finished form. Drivers slowed down to take pictures and pedestrians admired it, taking photos as if it were truly a piece of art. The American Community School also brought their art students to study the installation and the technique behind it.

Creative Execution

We chose to bring the tailoring and art world together by re-envisioning one of history’s most recognizable portraits through tailoring materials in a live stunt for hundreds to witness. With 3 months of preparation, 1,292 spools of thread in 63 colors (including specific shades flown in from China), 10 creatives, and 9 hours of set-up, we recreated the Mona Lisa in a way that defined Ejjeh & Sons’ dedication to bespoke tailoring. The installation worked in 3 phases: 1. the initial set-up was watched by a crowd of pedestrians through the window on one of Beirut's busiest roads. 2. The finished installation was seen by thousands of drivers as they drove by 3. Once the video went online it was visible to further millions.

Insights, Strategy and the Idea

Ejjeh & Sons has been creating bespoke tailored clothing for its discerning clientele since 1926. Although known for their expertise and craftsmanship, younger generations also regarded the brand more closely related to their fathers than themselves. For decades, Ejjeh & Sons have had a reputation for their sartorial masterpieces - from sketch to final suit, their work is truly a piece of art. We chose to use this insight to create a communication idea that would both relay our client's heritage for skilled craftsmanship and also give our target a reason to feel connected emotionally to the brand.