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Our farewell post. Bring some tissues, a polka-dotted dress and make sure to read each admins words to you. Cheers! 

By Admin I: It has been a long journey, 300 posts in less than 2 years, features in Communicate, ArabAd and The Daily Star, a workshop and an event at Beirut Design Week 2013. We have never imagined that a group of young creatives voicing out their opinions can actually change anything, yet we did. We have never imagined that a stupid blog can make a breakthrough in multinationals, be included in their reports, give them nightmares and push their orthodox boundaries, yet we did.

We’re not bragging here (okay, we are), but we’re actually having a moment with what we were able to achieve, whether in reviews or in research. We’re here celebrating the subjectivity that had once a voice, the hidden identity that was never aimed at self-promotion and all the hypocrisy we faced, especially from the Design and social media Mafia™.

This whole experience was as awesome as awesomeness can get, we grew with it and out of it; now we’re a group that knows more, and has more to say elsewhere.

There is no legitimate official reason, and it’s certainly NOT related to any mafia’s threats or pressure. Brofessional Review reached an end!

Thank you all!

By N:  Brofessional review was never a side project, we were not admins in this blog; we were brofessionals. Brofessional review came as a manifestation of our own personal journey in the design spectrum. When it first started, when we decided that we were going to start reviewing what was happening in the design/communication field in the country, we were just starting ourselves our own journeys as designers. With fresh minds and enthusiastic eyes, we delved in this journey and we grew as individuals and designers, so did the blog. And let me tell you, this journey was magic, it took us places, exposed us to works and introduced us to people that otherwise couldn’t have happened.

Through our journey in the design galaxy we met lots of jedis. Here’s a huge spazzy appreciation hug to everyone who supported us and believed in us as we stumbled through this path. Hugs to the people we met, the knowledge they passed on and their pompom cheers.

I probably was the most bipolar among brofessionals. I left, then I came, then I left then I started to write occasional out-of-the-blue posts, and then I simply became N (dropping the admin like diddy dropped the puff).But I love every single moment I spent with the blog and its admins. Hugs to them all, we taught ourselves lifetime lessons.

But what’s a cosmic journey without stormtroopers? Despite our attempt to make it clear, people still took us too seriously. Haters were spawning everywhere accusing us of the most notorious thing, like we ever claimed to be anything other than a bunch of kids with loud opinions. But hey, even Madonna managed to get haters during her erotica phase (not that we are, in any way, comparing ourselves to the queen). And since Ziggy doodle was preaching about the power of love in her TEDx talk, here’s a hug to all of you, may it merge my hateful poison with yours and create a dragon of pixie dust and rainbows. You guys taught me that in this world you either have to be a wolf or a sheep, but I didn’t like your system nor your rules, so I became a hippo.

Until we meet again,

May design be one day resurrected.

Love and cake.

I was once a brofessional, and you guys took me way too seriously.

By Admin NK: WARNING: This post has some serious emotional hate with so much love towards Admin I.

So when I first heard the news, I thought Admin I was being silly, but then I found out that he was serious and I only wished I was in the same continent where he was so I could punch him in the face. Before being an admin, I was a huge fan of Brofessional Review where I used to read and enjoy their old and latest posts until I got requested to be an admin in the blog, it was pretty much one of the happiest moments of my life. Being in the brofessional community was what I always wanted: freely expressing our opinions and most importantly critiquing what we don´t like and what we found impressive in this Lebanese chaos that we call design and advertising. Agencies loved us, even people from abroad were enjoying our posts, and at the same time we received hate comments from people not accepting what we´re doing, not accepting an opinion, and not accepting their identity mentioned by a bunch of brofessionals whom choice is to critique instead of causing drama. But again, unfortunately and with so much pity, this is the Lebanese Chaos community after all. And I could only say that this blog was a brave win-win!
I will miss writing reviews, I will miss reading the awesome posts from the admins, and I will definitely miss saying “holy shit I can´t wait to see what Brofessional Review has to say about this”
With all the love and the disappointment I have right now, Admin NK.
By Admin HY:  Being the youngest between all these admins, I had another take on Brofessional Review.  Some praised it, some ignored it, Agencies took it as a reference and kept refreshing our home page all day.Others didn’t get the point behind the blog and decided to dig deep to know who’s behind it
Some awesome people shared. liked, discussed, agreed, disagreed, opened discussions and embraced the whole idea behind the blog.For me, BR was all about EXPOSURE! I would have never been as exposed to the design and advertising scene in Lebanon if it wasn’t for the blog. And that doesn’t apply to me only! BR helped hundreds of readers, from students, to designers and creatives to be exposed to what’s happening around them (Opinions aside) and gave the chance to argue, take the admin’s opinion into consideration and express their own thoughts!
Being surroudned by design and advertising students for most of the times it was such a magical feelings to see them discuss and question a campaign or an illustration, just because BR showcased it. Brofessional Review was a jounrey of a lifetime, I started as a reader and moved as a occasional contributor.

Last note to our readers: No matter who you are, how good you are and wherever you work or study, if you don’t know what’s happening outside, you’re nothing! (it’s a jungle out there) (ok that was very dramatic) (ok sorry I’ll clam down)

Loads of love,

The Brofessionals. 

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By the Panda and a bunch of helpers: So It was an awesome opportunity to be able to have some fun with a group of amazing people during Beirut Design Week. We decided to host a Guerrilla advertising workshop simply because it suits most what this blog is about: balls and purposeful irritation. The workshop held at the awesome Alt-City, started with a brief presentation about the use of Guerrilla strategies in advertising, showcasing some examples and making a clear distinction between Guerrilla and Ambient media. The Panda was there and helpers took charge of grouping the participants. We ended up with 3 groups and the work started.

When we started planning for the workshop, we insisted on having an outcome. You know all those workshops that present something taken from a search engine, yes? We refused to do that. The purpose was brainstorming together over the brief that clearly stated the following: participants need to: 1- create and develop a character to become the next apolitical president of Lebanon (could be anything), 2- promote that president using Guerrilla strategies.

And hell it was hard. 

After a mix and merge of people coming from very different backgrounds (I seriously mean ‘very different!’), the groups reached 3 results and we managed to execute 2 of those ideas (prototyping and testing phase only).

Group 1: The next president is a woman called ‘Nabeela’ and she’s a random picture bought from Souk-el-ahad. Nabeela behaves exactly opposite to any politician. She says what politicians are scared to say, embraces her hypocrisy and channels it. Nabeela in a way represents a character that will break the norm, the cliches and the political etiquette to make a difference. The team planned to stage social media buzz, TV interviews faking the presence of this character and causing a serious dilemma.

Group 2: The next president is called ‘7azem’ (means firm), he represents the absolute non-hesitation in taking decisions. To promote their president, the team used reversed psychology and started questioning everything, alter street signs and intervene on public spaces to show the need for Mr.7azem.

Group 3: This group decided to play with balls (we had no say in that, they took their decision). The group’s president doesn’t really exist because to them, a president does nothing but ‘play with his balls’ (translated from Arabic). To promote their sarcastic approach to presidency, the team hit the streets with a chair and 6 eggs (also taking in mind the Lebanese insight of eggs) and challenged the crowds in Hamra to go creative and do whatever they want to do with a chair and eggs. The audience sensed awkwardness first (like duh!) yet some (mostly middle-aged) got the idea on the spot. In the end our society does identify with ‘doing nothing’ but that.

Feedback varied, and being a blog that stirs things up, we do take criticism unlike many, so here’s what Dany Njeim from TBWA-Beirut had to say (not edited):

Day one: I​t was nice to see young students and graduates (called ‘helpers’) managing the workshop and bringing it to life, we usually hear plans and ideas but never see anyone executing them. Even though, I expected to see an old person (to be helped by the ‘helpers’) in the domain sharing their experience and tips for success by presenting the Guerilla marketing in details, its evolution, how to generate it from an existing insight and idea etc.

The introduction was entertaining and fun, having the annoying Panda in the room, and seeing a cool infographic presentation of the Guerilla marketing with a few examples of it.
Out of the sudden, time warp, ‘here the brief’.
Such a type of media cannot be simply introduced in a few words, especially for people who are not familiar with the advertising domain. OKAY now we can all be creative but I thought the main reason of the workshop is to give an ‘intensive session of Guerilla marketing techniques’.
The brief was simple, yet sensitive. ‘Representing the next apolitical President of Lebanon” by applying a Guerilla stunt down the street is not quite safe, especially at this time, in this city, this regime, during the late political/military clashes all over the country.
Eventually, all the participants were shocked and felt awkward upon hearing the plan.
Day two: Following the shock factor and being afraid of the regime who dragged a guy to the jail just because of his tweet, around 80% of the participants didn’t show up the next day for the obvious reasons.
The application of the Guerilla down the street was not planned properly, was random and spontaneous; which led to the ‘we-all-saw-this-coming’ fail.
So mainly, it was good to try, I am sure that the participants who were not related to the domain were entertained by the brainstorming session, but the few fundamental problems were the absence of a professional leader and lack of communicative information that were supposed to be declared containing the full schedule of the workshop.It was a really good move for a group of students, enjoyed your fun spirit; unfortunately that did not meet my expectations.

 

To wrap it up, we really enjoyed hosting this workshop. It was our first attempt to do something interactive and fun, to share experiences and brainstorm together. We truly believe that most of our readers are as opinionated as we are, and we’ve always enjoyed that to the fullest. The purpose was again to question and challenge ourselves and audience and go with them to the streets and get inspired.

Cheers to Alt-City and BDW13, to the Panda, the helpers, the sweetest Joumana Ibrahim for giving great feedback to groups and most importantly to you guys!!

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Don’t go to Lebanon: an advertising Fattoush

By Admin I: Another advertising campaign going viral, this time it’s ‘don’t go to Lebanon’ by Impact BBDO for the ministry of Tourism. The viral video this time is not about Lara K’s thighs or Fadel Shaker’s crimes, it’s a whole other Leb-o-fiesta playing on emotional appeal, in what is known as reversed psychology, and borderline irony.

First thing’s first, the ad is considered good if compared to Clementine’s ministry of tourism visual massacres released last February, and way better than the old versions by BBDO, you know the ones having a woman in Bikini and another wearing a Chador. It’s a smart overall idea, mainly targeting emigrants rather than new tourists, which is a highly realistic insight, knowing that in such situations, nostalgia is not intended at affecting foreigners.

The thing is that it’s beautifully shot, naturally art directed without going over the top cliche, but what’s annoying is overdoing it. It actually feels like a fattoush went wrong, I mean the same concept could’ve been made without the reach for celebrity endorsement, they add nothing to the concept but a twist of hypocrisy, being the first to encourage tourism all around the Arab World but abstain from pro-bono events in their own country.

Okay so it’s meh-to-well done, hoping that one day Arabic copywriting can become as natural as the filming skills, simply because it in this case, it serves a fake dramatic purpose instead of self-identification. The ‘less idealistic’ aspect is what made this campaign go viral, let’s keep that in mind!

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(An advertising post until our lazy admins get done with the Beirut Design Week posts)

Queen of Apples takes Gandour Oil to second degree

By Admin NK: Promoting their oil in a non typical funny way, we can finally say that we love the pure sarcasm in this one. Gandour chose the “symbol” of healthiness, and allow us to talk brofessionally here about some design principles: we admire the repetition of the apples in contrast to the oil’s “healthiness” that they’re representing. The smart art direction, the typical healthy wannabe woman preventing her children from all the good food, and the simple humor made it all a win-win!

Is there something missing here though? The script? The ending?
By Admin I: Guys call me cheesy, biased, whatever, but I really think that this campaign is one of best art directed works released in the past few months. I might be a fan of ‘more is more’ when it comes to visuals, and a big big fan of all the intricate work on details in that TVC. Yes NK, it indeed is a good concept probably ruined by the client’s input. Sadly, the last part of the TVC breaks with how cool it started. The whole thing could’ve ended with the fries platter and a line and that’s it. Clearly, an old-school client interfered and wanted to spoon-feed the audience, knowing that convincing Ghandour in a second degree idea is an achievement by itself.
Good job by Y&R, André Chammas and Black Rhino and more precisely Tino Karam for the art direction, and hard luck for the screwed-up ending; you guys totally missed making it a hit!

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Short films in the bath, the Roman bath

The Outbox Film Festival Campaign Review

By Admin I: some campaigns make you actually wonder why agencies struggle so much with their complicated advertising attempts, simply because their huge egos always need to go through a rough phase before the self-celebratory phase called “forced ideas”. Well, we might not be the advertising gurus, but we can spot a good campaign when we see one, exactly what happened when we saw the ‘Outbox International Film Festival’.

The campaign works on one very minimal concept: ‘Short films in the bath, the Roman bath’, that was pushed into the fun exaggeration of pushing a literal idea to the edge of become lateral.

Founded in 2010 as a modern take on ancient open-air theaters, the Outbox International Short Film Festival runs in a public space accessible to anyone who’d like to attend. The festival accepts film submissions from all countries and genres. There are no applicant fees, and entrants are chosen solely for their talent.

With a purely cultural event that’s free in every sense, the festival celebrates cinema outside the box, with outstanding work, whether in motion or in 2d graphic, and a bathtub that didn’t fail to make us laugh and question the need for big agencies at a country where good ideas can be found whenever, wherever!

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Samsung CTC: missing the big idea

By Admin NK: Samsung, or may we call it the ‘Lebanese version of Samsung’ (you´ll understand this throughout the post) has released a new TVC promoting their phone warranty. The aim is to be funny but the result will leave you with a “seriously!?” at the end of the video. With a capital S.

I mean I personally had to repeat it to understand the concept. Not because I have a mental disability of not understanding failed Lebanese humour but because I´m a “brofessional” that needs to act all “bro” and cover failed Lebanese advertisement for you.
So let´s start with a few things: Can we stop with the big old phone joke? There are tons of viral videos using this same trick all over the internet (check this link). And no one can use them as a spare anymore anyway, so it doesn´t really make sense (forced humour ya’ll). Maybe it would’ve been much clever for the Lebanese version of Samsung to add a competitive brand (just like the awesome Apple vs Samsung ads that we’ve seen) instead of putting a phone that has no meaning whatsoever; adding a competitive brand doesn’t mean going blunt about it, since our media law restricts such brand uses, but at least doing something interesting that’s a bit less cheesy.
Guys we admire the whole we´re-not-showing-our-product thing but I still think that the big idea is missing here, big time!

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Exotica father’s day: back from coma-land

By Admin I: few months ago, we kind of decided to ditch reviewing exotica. The brand was going downhill without looking back to its advertising glory days, or to any criticism; we already know that agencies and especially multi-nationals can be too arrogant to show improvement that’s directly based on feedback, but exotica was in total mess. Anyhow, and after a long coma, the brand got back on track: we can firmly say that the father’s day campaign is with no hesitation their best ad since 2 years. (again, unless google proves it being a copy).

Clean art direction, good photography and a simple smart metaphor that made it a hit. No excessive use of plants or flowers, no cheesy lines, no forced connections, practically nothing that reminds of their few last campaigns/flops.

Other than the typeface they insist on using (and it’s a personal opinion), nothing went wrong this time, so if it takes a season of advertising recession to bring back the good work, hello recession!