A statement so simple yet loaded with intrigue and excitement was our campaign headline.

Pablo Escobar.

When reading that infamous name, you thought of the drug Mafioso didn’t you? Well so did we.

This is why, when Pablo Escobar Coctel Y Cocina, a Tex Mex cocktail bar and restaurant (part of the MEC group) decided to proliferate throughout Lebanon, we decided to launch its Hazmieh & Broumana opening campaign by embodying the Pablo Escobar persona.

He’s coming for you.

A statement so simple yet loaded with intrigue and excitement was our campaign headline.

Online, we let the word spread through teaser visuals, GIFs, email shots and a video. The content was delivered with a tone of voice which was that of Pablo Escobar.

Offline, we recreated the El Tiemp, the newspaper that affirmed Pablo Escobar’s death. But instead, the headline said: He’s coming for you.
The newspapers were placed on all the tables of the main venue at The Village Dbayeh, something that was sure to get people talking.

By deciding to tie-in Escobar’s persona with the bar on social media, we managed to build a coherent brand image and feel. We established our presence online and offline, and finally, got the word out.

Pablo Escobar has now three venues throughout Lebanon:
The Village, Dbayeh
The Backyard, Hazmieh
Printanie Villa, Broumana

Will you dare and pay him a visit?