Em Khalil/bou Khalil
On August 26, 2017, Bou Khalil supermarket in Baabda changed its store signage to Em Khalil for one day, as a sign of solidarity with women on Women’s Equality Day. For non-arabic speaking people, Bou Khalil is a family name but it also means ‘Father of Khalil’. And so, Em Khalil, which means ‘mother of Khalil’, brings the woman at the forefront of the brand. The account is handled by J.walter Thompson Beirut.
I really liked this because there’s a strong local insight and it’s a smart way to show an old brand in a young, forward thinking manner. It lacks in execution, but I think the message was delivered.