Man on the ledge?
It’s that day of the week again.
Looking back at the World Cup this year and living in Lebanon during that time is wild experience. The Lebanese diner, “Zaatar w Zeit” took advantage of this great opportunity. They created a campaign titled “Our Mondial” (Our World Cup) which depicts images of Lebanese people supporting countries that were participating in the World Cup. Usually people support their own country, but since Lebanon never makes the cut, they tend to support other participants.
Looking at these images, they denote people wearing the country’s jersey and carrying its flag. If this campaign was launched outside of Lebanon, it would have been irrelevant. The images connote how the majority of the Lebanese people strongly support different countries participating in the World Cup. In fact, on each flag it states that they are from that particular country. For example on the German flag, the word “ELMANN” is written, which means Germans.
This may seem odd or funny to outsiders, but it is extremely true. When the World Cup rolls along every four years, people start asking each other the infamous questions, “Maa min enta?” (Who are you with?) the reply would be “Elmaneh” (German) or “Brazileh” (Brazilian).
Zaatar w Zeit did not stop there with their campaign. They also included placemats which look like a team jersey. This was extremely effective on social media, people were posting pictures holding up the placemat that had “Zaatar w Zeit” written on it, which is the best form of advertisement.
This campaign was a success. It created a huge buzz on different social medias, they also had more people show up to watch the games because they liked the idea of taking a picture with the placemat.
Shawarmanji used online video streaming to their advantage. They created short videos of people cheering or crying and they placed them on a webpage. People would share these videos on their Facebook page or send it to their friends. This was something really unique at the time.
Le Mall also joined this epidemic and created a campaign which depicts images of foosball tables with players wearing different jerseys in each ad.
"You are Spanish… Originally Lebanese"
Of course Almaza —one of the best local brew, got involved and created 8 limited edition bottles.
Even though Lebanon never made it to the World Cup, they sure know how to get involved and join the fun. Who knows, maybe 2018 Lebanon will actually be a part of the World Cup.