The aim of the campaign is to highlight the card’s value both emotionally and tactically.

Since the card fortifies the Lebanese currency, it is only fitting that it would have cedar on it, the national Lebanese symbol. The campaign portrays the duality of the cedar and the card “standing tall”. Since most cards have a specific purpose, they dissect the population into segments, so through this campaign, we aimed to say that if you’re Lebanese, it’s more than enough.