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.

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