Lebanon’s economic crisis has led to a 63% increase in unemployment among women, pushing many to make and sell mouneh, traditional handmade preserved foods, to sustain themselves.

Recognizing their struggle, Puck repurposed its iconic blue-lidded cream cheese jars, inviting these women to package their homemade goods in sanitized jars. The women signed their jars, which were then distributed in supermarkets and on e-commerce platforms, using Puck’s own shelf space.

This initiative not only supported their small businesses but also highlighted their resilience. The stories of five of these remarkable women were captured in webisodes, showcasing their journey towards economic independence. Through this campaign, Puck is not just reusing jars, but also empowering Lebanese women in their pursuit of financial stability.

 

Arla Selfless Shelves FP7 McCann Dubai cannes lions

 

AWARDS

Cannes Lions 2024

  • Shortlisted in the Dan Wieden Titanium category

D&AD 2024

  • Bronze in Commerce (Inclusive)

 

CREDITS

Brand: Puck, Arla Foods. Creative Agency: FP7 McCann, Dubai. Production Company: Craft UAE, Très Content. Channel Manager: Fady Abdallah. Creative Excellence Manager, Europe & UK: Alice Reindlova. Digital Acquisition Specialist: Obada Alkassab. Digital Marketing Specialist: Lea Kerdy. Global Product Excellence Director: Carmem Bistrian. Head of Sustainability and Corporate Affairs: Sarah Issam Kanaan. Regional Director, Commercial Excellence: Hassan Naja. Sales Manager: Dany Saab. Senior Director, Media Investments: Ihab Halawy. Senior Manager, Creative Excellence: Lara De Souza. Web Manager: Farah Shrouf. Art Director: Choi Co, Nada Selim. Associate Creative Director: Aliza Siddiqi. Chief Creative Officer: Federico Fanti. Chief Creative Officer, Global Markets: Javier Campopiano. Colour Grader: Chris Habbaki. Copywriter: Adham Elkhosht. Creative Director: Bana Salah. Director of Photography: Marcos Cardoso. Executive Creative Director: Aunindo Sen, Karim Kazan. Global Director of Creative Excellence: Adrian Botan. Graphic Designer: Justinas Stepanovas. Head of Media: Ghida Batal. Head of Post Production: Lina Nasr. Head of Production: Amin Soltani. Junior Designer: Jasurbek Sodikov, Vikram Ajay. Motion Graphics Designer: Aashim Kadayikkal. Post Producer: Sanya Sequira. PR Managing Director: Peter Jacob. Senior Art Director: Francesco Negri, Shaza Yousef. Senior Copywriter: Liam Galt. Senior Editor: Deydson Rocha. Account Executive: Giorgio Balaa. Associate Media Director: Michael Khleif. Category Services Manager: Yahia Adel. Digital Planner: Nada Sameh. Group Account Director: Hadi Abu Khuzam, Sana Omran. Group Managing Director: Tarek Ali Ahmad. Head of Strategy: Mario Morby. Marketing Lead: Eliane El. Marketing Vice President: Mahitab Hamed. Media Manager: Atieh Malkawi. Media Planner: Oussama Boufakhredine. Media Specialist: Apple Pascual, Aston Furtado, Jefferson Endozo. PR Executive: Aastha Chaurasia, Umar Gulamnabi. PR Senior Manager: Jude Lahham. Producer: Christel Sater. Senior Account Executive: Priyal Chadha. Senior Account Manager: Jessica Barcham. Senior Brand Manager: Ghida Amhaz. Strategy Manager: Rifaat Fakih, Yasmina Raydan.

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