Whatever you’re buying it for, the quality of cement is dictated by strength and durability. With its tagline ‘Building Concrete Dreams’, Cimenterie Nationale wanted us to inform people that Al Sabeh Cement is extremely strong, trustworthy and reliable.

We based the idea on the insight that there’s often that one person that everyone loves to hate. And everyone has a different idea on what they’d do to this person if only they could get their hands on them. In a single visual our design combines over 70 stories of people with their wildest imaginations. Each thought bubble shows the person and the person they hate (politician, referee, Oscar winner) and what they would do to them. But the potential victim doesn’t seem to care as he feels safe amidst his walls made of Al Sabeh Cement.

These ads were done for the LEVANT market and especially Lebanon where people choose to build their own houses on a chosen plot of land. They tend to not trust contractors and oversee the work of their dream home from start to finish, thereby buying even their own cement. This campaign sparked a lot of interest and successfully positioned Al Sabeh Cement as the top-of-mind brand in the cement category.