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 a 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.