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. This copy highlights how honking can sometimes be a solution however, excessive honking can only be pollution.