Gio­vanni Rozo Ro­driguez on his in­spi­ra­tion

ArabAd - - COVER STORY -

HOW DID YOU COME UP WITH THIS CON­CEPT?

To think about a coun­try as a brand and con­cep­tu­al­ize it in a cre­ative way is not easy. You only have one blank pa­per to tell peo­ple what’s there in Le­banon. I only knew that Beirut is the cap­i­tal city and my bosses are from there, that’s all i knew at first. So I had to re­search a lot. I wanted some­thing sim­ple and no cliché; I wanted to show the beauty of Le­banon also but, over all, I wanted some­thing that makes me con­fi­dent of my en­try. I de­cided to play with the flag in a smart way and present a new per­spec­tive of Le­banon where ev­ery sin­gle thing is wel­comed. start­ing with the cedar tree as the em­blem of the coun­try, mov­ing to one of the most pho­to­genic land­scape in Beirut- the Pi­geons’ Rock- or the sim­ple and tra­di­tional old house in the mid­dle of nowhere, hence high­light­ing the unique­ness of this coun­try, which should be known by ev­ery­one.

WHAT WAS YOUR IN­SPI­RA­TION IN CRE­AT­ING YOUR EN­TRY?

The real and sim­ple beauty of Le­banon. I watched a doc­u­men­tary about the coun­try be­fore i start re­flect­ing on it. I saw and un­der­stood a bit the im­por­tance of that coun­try. One of my hob­bies is to travel and as a trav­eller I didn’t know so much about Le­banon. I didn’t know that Le­banon is the only Ara­bic coun­try that pro­duces wine or that the first al­pha­bet of mankind was

born in By­b­los and that the best pis­ta­chio ice cream in the world is made in a cor­ner of a tra­di­tional neigh­bor­hood in Beirut.

WHAT WAS THE BIG­GEST CHAL­LENGE IN CRE­AT­ING YOUR EN­TRY?

Ba­si­cally ev­ery­thing! Since I didn’t have so much in­for­ma­tion about the cul­ture and I was afraid to fall into cliché .

HOW, AS A COLOM­BIAN NA­TIONAL, WERE YOU ABLE TO RE­LATE TO LE­BANON IN SUCH A DIS­TINCT WAY, IDEN­TI­FY­ING EL­E­MENTS LIKE THE OLD HOUSE, PI­GEON ROCK AND THE CEDARS, SPE­CIALLY YOU SAID YOU NEVER VIS­ITED THE COUN­TRY?

I’m from a coun­try full of tra­di­tion and grace. If you ask me, what would I rather be in a cabin in the moun­tains or a pent­house in a skyscraper? Surely I would choose the first one. So, when I watched the doc­u­men­tary I felt the hid­den beauty within the small things of Le­banon and I also found pop­u­lar places on In­sta­gram as the Pi­geons Rock, which showed me that those kind of places are tat I would like to high­light to re­flect the new per­spec­tive of Le­banon I wanted to pass on via my posters.

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