Puck - Selfless Shelves

In the middle of Lebanon’s economic crisis, Selfless Shelves turned a global brand’s retail presence into a platform for local resilience. Puck (Arla) partnered with FP7McCANN and Current Global MENAT to support rural Lebanese women who were sustaining their families by making and selling homemade mouneh. We donated and sanitized thousands of Puck cream cheese jars, provided a safer way to package their preserves, then placed those jars on Puck’s own shelf space inside Carrefour Lebanon, giving these women unprecedented access to mass retail visibility and real income. The result was an integrated, purpose-driven retail intervention that strengthened community livelihoods and elevated brand perception, with plans to expand the initiative to other markets in the region. 

Awards & recognition

• Cannes Lions (2024) — Titanium Lions Shortlist 

• D&AD Awards (2024) — Wood Pencil (Commerce) 

• Golden Drum (2024) — Best of Genius Loci