Puck’s pantries full of hope

FP7 McCann/Dubai’s Selfless Shelves campaign for Puck repurposes the brand’s own product – glass jars that typically hold dairy products – into a resource that helps women hit hard by the Lebanese economic downturn.

Over the last four years, Lebanon’s financial crisis has resulted in a 63 per cent increase in unemployment rates for women, particularly in rural regions. For extra income, many have begun selling their own homemade goods (locally known as ‘mouneh’) in empty jars.
 
This series of charming mini-docs produced by Tres Content profile five women, selected from different regions and religions around the country to have 4,000 of their products sold in Puck jars in Lebanese Carrefour branches. 

The initiative empowers these women to sell their delicious homemade products – from pumpkin jam to zaatar – while simultaneously fulfilling Puck’s sustainability goals by giving their jars a second life.