Feel safe behind your walls. This campaign was for our client in Lebanon market only. In Lebanon and levant region (Jordan, Syria, Lebanon,Palestine) most of the population buy a land and build their own homes through contractors (we dont have residential buildings or skyscrapers as much other places), so the individuals themselves choose the cement, steel, wood, tiles..etc and what suits their plans, budget and quality they are seeking. we are talking to a big segment of our society that match this profile (majority). Then these people get a contractor to build it up for him, they don’t trust contractors to make the choice and buy the building materials, as they know they will take commissions, and they would not care as much as they would about the quality, as for the contractor it is a job, and for them its the family life time house and its their legacy. So in a series of ads we demonstrate the high quality attribute of the Al Sabeh Cement to build on their current market reputation and make it top of mind as no.1 choice when it come to best quality, by playing on the emotional attribute that these individuals connect with most when they choose their cement. Which is safety, the cement is best quality and so good, you can’t feel more safe behind it than any other “wall/cement".