A matter of location

Johnnie Walker billboard in Beirut (2006, Leo Burnett)

A small walk around Beirut shows how much our capital has become a billboard jungle. Ads beg to differentiate and agencies use all the possible techniques and topics to rule the city and stand out from the competition.

This Johnnie Walker billboard appeared just after the 2006 war. It denotes a broken bridge and the iconic Johnnie Walker striding man walking and passing through it. If this ad was shown around the world it wouldn't have the same impact it had in Lebanon. The broken bridge strongly connotes the damage that occurred during the 2006 war and the ever walking man shows the determination of the Lebanese people to overcome all kind of obstacles. The billboard strongly takes inspiration from the social and political state of Lebanon at that particular time. While having the same art direction and design aspect of typical Johnnie Walker ads around the world (yellow over black graphics and minimal elements) the underlying message and true purpose can only be decoded by people with enough information about the 2006 war in Lebanon.

Absolut Vodka print ad (2006, TBWA)

This other Absolut Vodka ad also published after the end of the 2006 war holds a more local meaning than the regular generic Absolut ads. It depicts a vodka bottle moulded into bricks. However, it also strongly connotes the determination and the love of life of the Lebanese people protecting their alcohol bottle from the damage. The technique is also reminiscent of the way the National Museum protected the antiques during the Lebanese civil war. The agency implemented in this way a topic specific to Lebanon and not immediately recognisable by people unfamiliar with the subject. This ad also strongly connotes the Lebanese people love to party and make a celebration of nearly everything.

Both ads have one important thing in common other than the message. Both ads want to give the random Lebanon viewer the impression of compassion and sympathy with all the damage that happened during the war. They create this feel of presence and a sense a hope that in a way they are included in the reconstruction of what was destroyed. Both brands want to be present during the aftermath as they can be associated with the positive aspect of the war. In a more general way, they want to show the general public that they are interested and deeply touched by the situation and they express it with their visual identity.

Absolut Vodka print ad (TBWA)

Another very popular example is the Absolut Beirut ad which forms a Vodka Bottle with the feet of Lebanese club goers connoting the love of life and the party spirit of the country.

Two examples show how much local versions of very popular brands ads can hide an underlying message that only a specific number of people can notice. Multiple topic have been used a lot to connect big international brands to local events and detailed social behaviour to show a more up and personal side of these huge names.