A year after launch, L’Oréal Paris’s ‘Sit Al Bait’ evolved from an advertising campaign into an educational initiative. Developed by FP7 McCann, McCann Paris, and Current Global MENAT, the idea reframed the Arabic term for ‘housewife’ by adding two letters, transforming it into ‘Woman of the House’. The revised term was later introduced into schools and Arabic-language institutions through educational materials. “It didn’t try to invent a new truth, it simply named one that already existed,” said Federico Fanti, FP7 McCann’s regional chief creative officer. The campaign has since generated more than 42 million video views and over 1,300 written responses from women across the region.
Campaign Information
Name: Sit Al Bait
Brand Name: L’Oréal Paris
Agencies: FP7 McCann, McCann Paris, Current Global MENAT
Production House: Not specified
This article was originally published in the latest Cannes Lions special issue of Communicate. To explore more interviews, insights, and analysis from global leaders in marketing, media, creativity, and innovation, access the full issue here.
