2014 Winners & Shortlists

ALL ROADS LEAD TO CHARCUTIER (2)

BrandLE CHARCUTIER
Product/ServiceSUPERMARKET
EntrantMEMAC OGILVY & MATHER Beirut, LEBANON
CategoryRetail Stores, Restaurants & Fast Food Outlets
Entrant Company MEMAC OGILVY & MATHER Beirut, LEBANON
Advertising Agency MEMAC OGILVY & MATHER Beirut, LEBANON
Media Agency MINDSHARE LEBANON Beirut, LEBANON
Production Company WAHM PRODUCTIONS Beirut, LEBANON

Brief Explanation

In a country where streets have no name, the Lebanese use popular “landmarks” such as shops, pharmacies, gas stations or even trees for directions. So when Le Charcutier, one of Lebanon’s largest supermarket chains, wanted to communicate the opening of its 17th branch…in Antelias, we used the same insight, and used Le Charcutier as a famous landmark in all of its 17 different branches, as if all roads lead to Le Charcutier... As a result, the TVC generated a contagious word-of-mouth and effectively positioned Le Charcutier as point of reference for many seeking directions in various areas of the country.

Credits

Name Role
Moe Minkara Executive Creative Director
Christian Safi Copywriter
Jihane Fadel Art Director
Michel Khairallah Account Supervisor
Liliane Hanbali Producer
Amanda Abou Abdallah Director
Karim Najjar Editor
Judith Talj Sound Design/Arrangement
Wahm Productions Post Production
Bashar Khattar Director Of Photography
Wahm Productions Editing Company