Volvo – Only the Lonely
Volvo Beirut needed to change the local perception of its cars being boxy and boring, so we set out to create a campaign for them in the form of a social experiment – Project "Only the Lonely".
Meet... Mr. Lonely, the face of this campaign, and the black sheep of the Lebanese society. He represents the minority who believe in doing the right thing rather than thoughtlessly following the heard.

The campaign set out to find that minority though street installations, animated ads on television and online, and social media content and activations. The success of the experiment was then measured through the engagement of the minority, and the vandalism done by the majority.

Case Study
Street Installations
Around the City
TV and Online Spots
Bumper Sticker
Results – 3 Weeks
Client: VOLVO Cars, Beirut
Agency: Interesting Times, Beirut
Creative Directors: Mo Al-Ghussein, Jimmy Francis
Concept: Michel Sfeir, Rita Harbie
Design and Art Direction: Michel Sfeir
Creative Copywriting: Rita Harbie
Illustrations and Animations: MysteryBox, UK
Installation Production: Elie Chbib
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