Laundry care brand Tide has taken the initiative to brighten up the streets of Lebanon with its new “Brightening Billboards.” In the midst of the country’s electricity crisis, Tide aimed to bring not just bright clothes but also brighten up the mood of the Lebanese people.
Developed by Leo Burnett Beirut, the Brightening Billboards have been transformed from regular billboards by day to bright sources of light by night, providing a much-needed source of light in the darkened streets. This subtle statement of defiance against the current situation has brought a glimmer of hope to neighbourhoods across the capital.
Charbel Abou Jreich, associate creative director, Leo Burnett Beirut said: �
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