It’s about time they say…

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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.

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