Friday, November 21, 2008

Sanita National Campaign - "Shouf 7alak bi Lebnan"

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Download the touching "Take Pride in Lebanon" television commercial from Sanita's home page.

Consumer disposables manufacturer, Sanita, conveys its history and faith in Lebanon in a stunning Shouf 7alak bi Lebnan campaign running from 17 November to 4 December 2008 on national television and radio stations in Lebanon.

The refrain, "Take pride in Lebanon", emphasizes attachment to Lebanese identity and roots, a recurring nationalist theme of the company. The lyrics of the campaign, Taydal el 7ala 3a toul el zaman or "Keep Lebanon beautiful throughout time", a

ligns with Sanita’s corporate spirit and does the strong message about commitment:
We grew with Lebanon and together we faced all situations. We planted love seeds and beauty with deep faith. Together our dreams reached high. Throughout the years, we carried Lebanon's name.

TV Channels Al Jadeed ANB Future TV LBC OTV Radio Stations Al-Nour Light FM Melody FM Nostalgie Radio One Radio Orient Radio Strike RLL Rotana Delta Sawt El Ghad VDL The campaign was conceptualized and executed in collaboration with Mediapak advertising and marketing agency, member of INDEVCO Group.

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1 comment:

  1. Sanita’s latest advertising campaign, Shouf 7alak bi Lebnan, whose positive influence reached all segments of the Lebanese society, was more than a regular lucrative publicity. It was a very patriotic message that aimed to reinforce attachment to Lebanon, INDEVCO’s constant concern. This patriotic message contradicts the trend toward pessimism, realized in the search for foreign destinations, and highlights the necessity of recognizing the real mission of Lebanon in the Middle East.

    Far from assessing the TV campaign technically, we would like to point out that the campaign consolidated Sanita and INDEVCO employees’ pride in belonging to a group, whose role has gone far beyond commerce to reach Lebanese citizens at the level of humanity and patriotism. This is a continuity of Mr. Nehmat's orientation to build upon Mr. Georges Frem's inheritance, making INDEVCO a human-oriented group.

    We are confident that at Sanita, which has succeeded in registering breakthroughs for many consecutive years, our endeavor is now culminating with a professional and aggressive “above the line strategy". In our opinion, this strategy will lead to a new situation marked by a renewed brilliant image.

    Laurence Achkouty
    Export Customer Care Unit Head
    Sanita sal