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ANDY Awards

Creative Award
New York, United States
Puck - "Selfless Shelves " by ANDY Awards 2025

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TitleSelfless Shelves
Agency
Campaign Selfless Shelves
Advertiser Arla Foods
Brand Puck
Date of First Broadcast/Publication 2024 / 1
Business Sector Dairy Products & Eggs
Media Type Branded Content
Length
Market Lebanon
AI Description The advertisement for Puck's "Selfless Shelves" campaign highlights the self-sufficiency of Lebanese women engaged in preserving traditional food practices such as making 'mouneh,' an Arabic term for pantry storage and preservation. Scenes transition from dawn-lit rural landscapes to intimate portraits of women preparing and cooking in their homes and community kitchens, often accompanied by soft, empowering music and dialogue describing resilience and love for their craft. The visuals include ingredients like pumpkins and oranges being carefully chosen and prepared, reflecting cultural and communal bonding around food. Captions speak to the economic crisis and how these food preservation practices have become essential sources of income for women, aiming to support their families and communities. The ad ends with women proudly showcasing their labeled jars on store shelves, inviting viewers to support their businesses. A closing tagline encapsulates the campaign's message, "You make it special," underscoring empowerment and pride.
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