The Bookmark

Background

2006 was a very difficult year for Lebanon. The population has been divided into two distinct political parties: those who support the government and those who oppose it. In the media, this distinction is portrayed as an economic one: the politics of the poorer classes (who have strength in numbers) versus the politics of the rich educated elite. JWT Beirut wanted to send a message at the end of the year that would bridge this divide.

Idea

Lebanon is known for its riches as well as its diversity. So the agency decided to celebrate Christmas with what Lebanon is famous for in terms of cuisine, and to show how these two opposites have achieved equal success. They therefore sent two books, one on Lebanese wines, symbolising the country’s riches, the other a cookery book on the local ‘Man’oushé’ - a pizza-like sandwich, consumed at any time of day, known to be a staple of the poorer classes’ diet. A bookmark, divided in two parts with a map of Lebanon drawn across them, connected the two books with a piece of ribbon. Across the back of the bookmark was the instruction, 'Keep these books together at all times'.

Results

Not available.

Target Audience

Our Thoughts

I don’t know anyone from JWT Beirut but I do know some of the team at Memac Ogilvy there and I feel for them deeply as, once again, their lovely little country gets turned over by the bully-boys of the middle-east. This Christmas card (the population of Lebanon is mostly Christian) is an incredibly optimistic offering. In itself it’s a tribute to the spirit of a small group of people who insist on behaving normally in abnormal circumstances. I salute you all at JWT.