Brand | BANKMED |
Product/Service | BANK - CSR MESSAGE |
Entrant | IMPACT BBDO Beirut, LEBANON |
Category | Corporate Image |
Entrant Company: | IMPACT BBDO Beirut, LEBANON |
Advertising Agency: | IMPACT BBDO Beirut, LEBANON |
Production Company: | LASER FILMS Beirut, LEBANON |
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.
This copy points out how some people think that littering is a natural legitimate gesture because everyone else does it.
Credits
Walid Kanaan |
Executive Creative Director |
Julia Aoun |
Creative Director |
Karen Riachi |
Art Director |
Omar Frangieh |
Agency Producer |
Dany Aouad |
Account Supervisor |
May Sikias |
Producer |
Luigi Piola |
Director |