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With Lebanon entering a third year of crisis, traditionally imported brands have a hard time finding a market, and Lebanese customers are turning towards locally-made products, which are easier to come by and more affordable. And so, Liamo introduced its own range of Lebanese pasta, prepared the authentic way, and matching original Italian quality stating that this change in household choices shouldn’t be accompanied with a compromise on quality.
The film, created by TBWA\RAAD team in Beirut, highlights the story of a couple of Italian travelers back from their trip to Lebanon; they get stopped by the customs, as they are carrying with them a suitcase fully loaded with pasta…made in Lebanon. Ensue a conversation to justify the import of Lebanese pasta to Italy.
For the launch, it was decided to take the production all the way to the source: Italy and join forces with local Italian talents and professional actors to produce a film under the slogan: “Pasta from Lebanon that’s driving Italians crazy.” In Arabic, the slogan rhymes well and is sure to resonate deeply among the viewers who are sure to enjoy the humor in the film and the impeccable acting.
A simple idea that is beautifully crafted and delightfully fun to watch time and time again. Needless to add that in light of the economic situation Lebanon is witnessing, the message is spot on and memorable.
CREDITS
Agency: TBWA\RAAD Lebanon
Production: Clandestino Films
