BASSMA Lebanese humanitarian organization: Soap

For some people, life is that expensive.
Join us at www.bassma.org and lend a helping hand.

Advertising Agency: Impact BBDO, Beirut, Lebanon
Executive Creative Director: Walid Kanaan
Art Director: Georges Kyrillos
Copywriter: Marie-Noelle de Chadarevian
Published: June 2010

Related videos by Shutterstock

24 comments

bad astronaut's picture
bad astronaut
544 pencils

is that soap or parmesan cheese?

hovsep g's picture
hovsep g
25 pencils

Good concept, great visual.

Eliane29's picture
Eliane29
53 pencils

The message comes through easily thanks to the good concept & execution. Poignant reality...

Buy or Sell photos & designs at this site, here's my portfolio: http://www.dreamstime.com/resp239750-buy-photos

Guest's picture
Guest

So your message is "for some people, life is that expensive" and you show a bar soap worth 9000$? Wow, very original. (not)
Walid Kanaan should retire.

Guest's picture
Guest

Message nicely delivered, however the soap could look a little more "normal", like the saboun baladeh. This one could be mistaken for one of these French-imported hand-made herbal soaps, which DO cost 9,000 L.L. ;)

Guest's picture
Guest

Excellent, hope to see them on the highway soon

Guest's picture
Guest

Not bad idea.
Not so good copy.

dreadboy's picture
dreadboy
413 pencils

I believe it's actually the type of soap that is most available for them, namely homemade soap. Just like in the other print pictures a cheaper rice. Both are still that expensive :)

Portfolio * Myspace * Facebook
i can't even spell my name without 'ad'

b.kiddo's picture
b.kiddo
12 pencils

Spot-on! Good visual. Good copy.

Guest's picture
Guest

yeah, wonder that noone did this before

Oz_'s picture
Oz_
6 pencils

Nice! good work BBDO Lebanon.

jponino's picture
jponino
601 pencils

to obvious, so sucks....

Guest's picture
Guest

For some people life is really harder.
good campaign guys, it really touches me, i can feel how poor people feel when they need to eat.

Guest's picture
Guest

But they don't eat soap!!

Great concept, straight to the point and effective.
It is an award winning idea.

rohdyl's picture
rohdyl
66 pencils

Concept is good. Copy is bad. too clunky and just repeats what the image is saying.

Guest's picture
Guest

What do u suggest for a line?

rohdyl's picture
rohdyl
66 pencils

Put me on the spot why don't you...
I'll give it a think today. Maybe it didn't translate well into english, as i see the site is French.
I probably couldn't do better, it was just a personal opinion. But like i said, great concept.

Maybe something like;
'Putting life's necessities within their reach.'

Guest's picture
Guest

" putting life's necessities within their reach" means that we have to offer them job opportunities so they can afford the price of living, and it is not our responsibility, as target, i guess that this campaign is just awareness of how life is hard for some people.
i don't know i did not do this ad. :)

rohdyl's picture
rohdyl
66 pencils

Yep, you're right, this is more of an awareness campaign. I was looking at the site, the ad doesn't tell you what they do. When i read the facebook group, which is in english, i found out that they do job placement, skills training, give the families aide packs, etc. Which is great, but is not translated through the ad. All it says is that life is expensive for some people.
Anyway, back to work. Hopefully i can put something on here one day and get a little debate going.
Have a great weekend.

tiktak's picture
tiktak
108 pencils

brilliant.

Copy_ranter's picture
Copy_ranter
194 pencils

Lol... I love how all these "guest" just comment brilliant. It's gotta be Walid Kanaan just signing up and commenting on his own work. Yea, it was brilliant years ago, now its just old and done to death. I hate to break it to you, but this is been done before, 2005 in Toronto. I forget the agency name but they had done both press and ambient in groceries store. The headline read: Look through the eyes of the homeless.... or something along those lines.

Nice try... The Middle East just loves being unoriginal doesn't it?

Guest's picture
Guest

If it is not on AOTW, it doesn't exist.

ria24's picture
ria24
30 pencils

Hi. I wish to inform u about CONCERNED COMMUNICATOR AWARD, which is a social print advertising award (for ad professionals & freelancers only) Prize money is US $ 11,000 and there is no entry fee. Send as many entries (published or unpublished) as u wish by email on cca@epatrika.com.
All u need to do is send ur ad/s based on any social issue- fill an entry form downloadable from www.concernedcommunicatoraward.org
Last date 13th Sept. 2010
I beg ur pardon if the info is not relevant to u.

thanks.
Pragati

eternalmuse's picture
eternalmuse
2 pencils

brilliant!

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments