#LoveLocal

Leveraging the insight that “small businesses are not just businesses; they are people,” the campaign has tapped into the nostalgia and emotion associated with traditional neighbourhood shops, clearly portrayed across all of the campaign's touchpoints, including the brand identity. The campaign’s main film depicts eight unique stories filmed across Egypt, Jordan and Lebanon, featuring a real and diverse cast of small business owners in local shops, who share their daily experiences and personal anecdotes. A wealth of content pieces and executions have been developed for the campaign, including videos, IG stories, interviews with small business owners and a content creators’ activation idea.