A Different Take on the #10Yearchallenge

Initially tailored around individual transformations, the #10Yearchallenge premise quickly spread to brands seeking to reinforce their legacy and industry creatives promoting social change.

GANDOUR [@gandourworld]

Beirut-born food processing company Gandour adopted a simple and neat approach to the challenge that resonated well with the online community, showcasing its widely memorable vintage logo next to its revamped identity.

WETPAINT MENA [@wetpaintmena]

Digital agency Wetpaint MENA jumped in on the hype to capture the fundamental impact social media has had on humanity. “Social media has been an extremely enabling tool for people to move from being only consumers of information to users who express their opinions, share feedback and create content,” the agency wrote.

BEIRUT BEER [@beirutbeer]

Beirut beer took yet another shot to rekindle the rivalry with Almaza by reminiscing on one of its most memorable commercials from previous years as a subtle way to reinforce its positioning. The brand had used traditional Lebanese dish ‘mjadra’ as a symbolic reference to its long-time competitor in the local market, hence the reappearance of the dish on the 2009 side of its #10Yearchallenge post.

POLLEKSANDRA [@polleksandra]

This popular Instagram account dedicated to polls similarly took the opportunity to point out the lack of change in Lebanon’s personal status law given that Lebanese women still cannot pass on their nationality to their offspring. “It’s time to raise awareness regarding discriminatory nationality law,” the caption read.