Selfless Shelves

Creative idea

Puck knew that rural Lebanese women were making and selling mouneh for additional income after the economic meltdown. Puck decided to grow their customers and sales, by giving them it’s own business resources. The dairy brand donated thousands of sanitised and repurposed cream cheese jars, that would otherwise go to waste. Women were invited to the 100% hygienic Puck kitchen to cook their mouneh and fill the jars, which were packaged with their handwritten notes and distributed to Carrefour stores nationwide on Puck's trucks. The jars were sold online and on the brand's shelf-space, a first for a global conglomerate.

Brand name: Arla Foods
Advertiser / client: Arla Foods
Product / service: Puck Dairy Products
Campaign name: Selfless Shelves
Agency network: MCCANN WORLDGROUP
Agency: Fp7 McCann Beirut
Media agency: PHD MEDIA
Additional company: Fp7 McCann Dubai
Production company: CRAFT
Web address: https://www.puckarabia.com/en/campaigns/selfless-shelves/
Agency chief executive officer: TAREK MIKNAS
Chief creative officer: JAVIER CAMPOPIANO, FEDERICO FANTI, ADRIAN BOTAN
Executive creative director: AUNINDO SEN, KARIM KAZAN
Creative director: BANA SALAH, NAYAAB RAIS
Art director: NADA SELIM, FRANCESCO NEGRI, CHOI CO
Copywriter: LIAM GALT, ALIZA SIDDIQI, SHAZA YOUSEF, ADHAM ELKOSHT
Designer: JUSTINAS STEPANOVAS
Account director (agency): SANA OMRAN, HADI ABU KHUZAM, JESSICA BARCHAM, PRIYAL CHADHA, GIORGIO BALAA,
Client account director: Mahitab Hamed, Yahia Adel AlSharif, Yahia Adel AlSharif, Ghida Batal, Sarah Issam Kanaan, Hassan Naja, Nada Sameh, Lea Kerdy, Farah Shrouf, Obada Alkassab, Eliane El Hajj, Dany Saab, Fady Abdallah
Media director: MICHAEL KHELIF, ATIEH MALKAWI, OUSSAMA BOUFAKHREDINE, IHAB HALAWY, ASTON FURTADO, JESFFERSON ENDOZO, APPLE PASCUAL
Managing director: TAREK ALI AHMAD
Strategic planner / strategist: MARIO MORBY
Senior planner: YASMINA RAYDAN, RIFAAT FAKIH
Pr director: PETER JACOB
Photographer: MIKELLA YOUNES
Film production: AMIN SOLTANI
Director: ELIE FAHED
Director of photography: MARCOS CARDOSO, MARK KHALIFE
Music: RAWAD HOBEIKA
Agency producer: LINA NASR, SANYA SEQUEIRA, CHRISTEL SATER
Post production: AASHIM KADAYIKKAL, DEYDSON ROCHA
Post production producer: NOOR DAGHER, ADRIANA DIAB
Additional company: CHRIS HABBAKI, VIKRAM AJAY, JASURBEK SODIKOV, MARIA NAKOUZI, JUDE LAHHAM, UMAR GULAMNABI, AASTHA CHAURASIA, CARMEN BISTRIAN, ALICE REINDLOVA, LARA DE SOUZA