2016 Winners & Shortlists

The Campaign

Knowing that the Lebanese beer market is monopolized by one giant Lebanese brand, and to position Beirut Beer as a ‘serious player’ entering the market, we needed to encourage people to “try something new”. “Chou Kil Yom Mjadra?” “Does it have to be Mjadra every day?” is a saying expressed by the Lebanese when bored with life’s routines. Mjdara being a popular, old traditional dish commonly consumed in Lebanon. So, we portrayed this saying by literally telling the story of a small boy growing up, eating the same dish every day, for as long as he can remember.