Cheyef 7alak goes flat and unethical
By Admin I: so here’s another ‘Cheyef 7alak hasty campaign that’s still Impact BBDO’s award magnet (as if they’re producing other work!); this time ‘Cheyef 7alak’ aims at fighting discrimination by flipping roles and reserve a prestigious restaurant for migrant workers while rejecting its Lebanese audience (obviously staged).
So how to fight discrimination? discriminate the ‘discriminators’: stack migrant workers together, isolate them (just like the old days of the Quarantine) and make them enjoy a luxurious meal at a fancy restaurant. An act of pity and a pure PURE propaganda-oriented initiative.
Guys, we all appreciate your efforts and those lights you’re shedding on social awareness (more like bling bling spotlights), but give us a break!! This campaign could’ve been a hit in the American advertising scene (pretty discriminative, I know) where people are more dumb, more Oprah’ish.
The issue in this whole approach is that it aims at grabbing more awards instead of really coming up with socially conscious ideas; creativity alone doesn’t really count when dealing with such topics, and having my teta sympathizing with her Sirilankiyeh having dinner at Rose’, doesn’t really change perceptions. It would’ve been better if the idea involved both Lebanese and foreigners together, sharing food, laughs and memories. But it’s fine, I totally understand a team craving for promotions, for more glass statuettes to stack on the rusty shelves of there ‘just another capitalist multinational’.
Flat and unethical is all what this campaign is about.