Agency Network: 
June 2010

Print advertisment created by BBDO, Lebanon for BASSMA, within the category: Public Interest, NGO.

For some people, life is that expensive.
Join us at 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

Comments (24)

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bad astronaut's picture
bad astronaut
Activity Score 544

is that soap or parmesan cheese?

hovsep g's picture
hovsep g
Activity Score 25

Good concept, great visual.

Eliane29's picture
Activity Score 53

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

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Guest's picture

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

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

Excellent, hope to see them on the highway soon

Guest's picture

Not bad idea.
Not so good copy.

dreadboy's picture
Activity Score 413

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 :)

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b.kiddo's picture
Activity Score 12

Spot-on! Good visual. Good copy.

Guest's picture

yeah, wonder that noone did this before

Oz_'s picture
Activity Score 6

Nice! good work BBDO Lebanon.

jponino's picture
Activity Score 601

to obvious, so sucks....

Guest's picture

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

But they don't eat soap!!

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

rohdyl's picture
Activity Score 66

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

Guest's picture

What do u suggest for a line?

rohdyl's picture
Activity Score 66

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

" 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
Activity Score 66

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
Activity Score 108


Copy_ranter's picture
Activity Score 194

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

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

ria24's picture
Activity Score 30

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eternalmuse's picture
Activity Score 2