29th Apr, 2020
Uncategorized
In 2018 Dewar’s tasked us with creating content that would appeal to a younger (18 to 24-year-olds) audience. Dewar’s wanted to have their finger on the pulse of the Lebanese pop culture.
We decided to one-up them and proposed that Dewar’s both define and drive pop culture in Lebanon. We identified celebrated musician, comic, actor & entrepreneur, Fouad Yammine for this project.
Fouad chose satirical musical sketches as his weapon of choice. These sketches critiqued the dysfunctional nature of Lebanese society & the state of affairs, in a light-hearted but insightful manner. Fouad gave a voice to the angst the Lebanese youth were facing. His unique ability to tickle the funny bones while drawing attention to social issues that fly under the radar is unmatched in Lebanon. With his super topical sketches, Fouad allowed Dewar’s to be at the heart of relevant conversations in Lebanon.
3 out of his 5 sketches Fouad released with Dewar’s went viral in Lebanon and it exposed a whole generation to thought-provoking satirical comedy while earning PR worth millions for Dewar’s in Lebanon.
Previously