It’s about time they say…
Cutting through the surrounding visual noise is truly an art form. The in-house team of the Lebanese Forces’ Communication department opted for a striking simplicity in its advertising approach. The party’s main branding and advertising campaign is instantly eye-catching, which after-all, is pretty important in such a time!
This series of billboards under the heading ‘It’s about time’ (Sar Badda) is made up of white on red type-based prints pointing out the good the party will bring over the bad that is currently prevailing. An endless variation of a set of two words is opposed to each other. Of course, here the pun reigns supreme. This campaign touts the advantages the party will bring about and all the benefits that will come along if elected. The party tackled issues that are highly salient in the public discourse, which makes it sound a bit demagogic. (i.e. “It’s about time… for accountability, not favoritism”; “It’s about time… for a state, not a farm”; “It’s about time.. for investments, not deals.”).
Nevertheless, it remains a simple but really effective campaign that didn’t require any added graphics or imagery to enhance its core idea.
This is a campaign that provides the public with a political fashion statement, so to speak. It gives them a slogan that they could use ubiquitously, as part of an ongoing social play. Using type to great effect with a repetitive main line makes, this series of print instantly striking and recognisable at a hundred paces.