2015 Winners & Shortlists

Brief Explanation

Challenge: Negative messaging about drinking is hard to release in a bar. Insight: A guy can ignore print, poster and TV ads in a bar. But after a few pints, there’s one place he’s sure to go. But washroom advertising is not new media. And a standard washroom poster wouldn't be enough. We needed to create something that would be hard to miss, especially for a drunk guy.

The Brief

The govt.’s 999 Magazine survey showed that 68% of UAE residents don’t think they’ll be caught drinking and driving. In the first 10 months of 2013, 572 vehicles were damaged & 11 people died in alcohol-related traffic accidents in Dubai. While Nissan makes cars with safety innovations, these really don’t help if the driver’s drunk. They wanted a CSR poster campaign, targetting males 21-40 who frequent bars. The objective was to conduct a month-long pilot project at a hotel and measure effectiveness by monitoring the increase in taxis taken from the hotel lobby.

How the final design was conceived

How do you stop guys from drinking and driving? Simple. Throw them in a prison cell. Once he shut the door of the cubicle, he found himself being eyeballed by sinister-looking inmates. Then the message on the cell door hit home: There is no privacy in prison. Don’t drink and drive. The 360-degree graphics were designed to give him a taste of life in prison. With no privacy for private routines.

Indication of how successful the outcome was in the market

Real reactions were out as local laws prohibit videography in restrooms. Shares and Likes are rising on social media. More importantly, the hotel recorded a 20% increase in guests hailing taxis, over the previous month. David Allan, General Manager, Radisson Blu Hotel, Dubai Media City: “We thought it was a very worthwhile initiative and that’s why we chose to support it. It’s all about keeping our guests safe.” Monal Zeidan, Marketing Director - Marketing & Sales, Nissan Middle East: “Nissan believes in social responsibility and beyond our safety innovations, we also believe in keeping the region’s roads safe.”

Nissan is a leading automaker with class-leading safety innovations. With over 40 years in the region, they are a respected local brand. Being a good corporate citizen, they believe in social responsibility and keeping the region’s roads safe.