2012 Winners & Shortlists

Brief Explanation

Based on a typical Lebanese attitude whereby wrongdoing is justified by the fact that everyone else is doing it, the Happy Driving campaign launches 3 TVCs capturing man’s irresponsible behavior through light comic kind of situations. Because apparently only when the perpetrator becomes the victim does he recognize his own misconduct. The campaign used a popular Arabic idiomatic expression “chou we2fit 3layeh” – In English “don’t blame me, everyone else is doing it” often used by the Lebanese to get away with irresponsible behavior in order to reinforce awareness and grab viewers’ interest. In this copy you get to understand that you don’t know how annoying it is to breathe polluted air until it is actually blown in your face.