There is a moment, usually just days after a crisis subsides, when something almost inexplicable happens in Lebanon. The streets are still dusty. The headlines are still grim. And yet, somewhere, a brief is being written, a campaign is being conceived, a brand is quietly asking: “how do we speak to people right now?”
I have watched this happen too many times to dismiss it as coincidence. It is a pattern (arguably the most defining pattern of our industry) and understanding it says something profound not just about advertising, but about the Lebanese themselves.
Lebanon has not had the luxury of uninterrupted economic growth, political stability, or predictable media cycles. Since the civil
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