A film for Facebook, to encourage people in the Middle East to support local small businesses who are those who have been among the hardest hit during the COVID-19 pandemic.

In the Middle East, you don’t go to the hairdresser, you go to Tony’s. When you walk in Abou Houda’s shop, he asks about your mother. The signboards have their owner’s name on them. Which is why we decided to chat with a couple of them.

We challenged content creators from across the MENA: for a whole day, they had to use nothing but local products, and nominate others to do the same.

A #LoveLocal pledge frame was created for people to pledge their support.

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