Small businesses are not just businesses, they are people. Especially in the Middle East. You don’t go to the hairdresser, you go to Tony’s. The second you walk in Abou Houda’s shop, he asks about your mother. It’s their names that are on the signboards! Unfortunately, these businesses have been among the hardest hit during the COVID-19 pandemic. Which got Facebook to launch its #LoveLocal initiative to support local small and medium businesses (SMBs).

To encourage people to “shop local”, we have created a series of films depicting eight unique stories filmed across Egypt, Jordan and Lebanon, featuring a real and diverse cast of small business owners in local shops, who share their daily experiences and personal anecdotes.

A wealth of content pieces, including IG Stories and interviews with small business owners have been developed for the campaign.

Made at TBWA RAAD, in partnership with Facebook. 
Awards: Effie Awards - Internet & Telecom - Bronze (2021).
Press: Campaign Middle East, Arab News, PR.