Joe Fish,


To cel­e­brate Hal­loween, Beirut-based in­die agency, went for an elab­o­rate 'mise en scène'.

It was the team's take for the oc­ca­sion and it's worth salut­ing here.

The idea was for each of Joe Fish team mem­ber to por­tray a brand the agency ser­vices. They dubbed it: BRAN­DAM­AGE or "the psy­cho­log­i­cal dis­or­der of be­ing pos­sessed by brands," as ev­ery per­son work­ing in the ad busi­ness reck­ons, an ad­ver­tis­ing life can cause chronic brain dam­age. As iden­ti­fied and high­lighted by Joe Fish, known to be symp­toms are: Trauma, Obe­sity, Al­co­holism, In­som­nia, Hal­lu­ci­na­tion, Cre­ativ­ity.

The agency launched a freaky teaser video across its so­cial plat­forms.

Then they re­leased their fi­nal take: a group photo unit­ing all their clients in a spooky set up.

In total, Joe Fish team worked on per­son­i­fy­ing nine brands:

Hugo Boss, XXL Vodka, In­ter­na­tional Col­lege, OPP Note­books, Bou­tique du Monde, Smok­ing Bun, Iwan Mak­tabi, G spa, The Travel Club.

Ev­ery scene had in­te­grated an el­e­ment that re­lates to the brand--with the main char­ac­ter be­ing CEO Rami Traboulsi, as “the Hugo BOSS from hell”, play­ing on the idea of the boss from hell.

The ma­jor hin­drance was to in­cor­po­rate such het­ero­ge­neous clients in one cre­ative el­e­ment with­out play­ing fa­voritism or mak­ing one ap­pear un­der a bet­ter light or with more ex­po­sure. Still, Joe Fish man­aged to do ex­actly that, mak­ing all brands shine in their re­spec­tive sce­nario, all while keep­ing the cre­ative nar­ra­tive log­i­cal and very ap­peal­ing to the au­di­ence.

Peu­geot - oops not a client of theirs - used to sign "un con­struc­teur sort ses griffes" (an au­to­mo­bile maker lets its claws out); well, it seems with Joe Fish we have that in­deed in the Le­banese ad­ver­tis­ing scene. Novem­ber 2016 Hugo Boss & XXL Vodka Bou­tique Du Monde In­ter­na­tional Col­lege & Opp Note­books The Travel Club

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