2015 Winners & Shortlists

LIFE IN PRISON

BrandNISSAN
Product/ServiceANTI-DRINKING AND DRIVING
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryAmbient Media: Large Scale
Entrant Company TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD Dubai, UNITED ARAB EMIRATES

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.

Creative Execution

Potential drunk drivers frequent bars and think they can get away with a few drinks. But even one sip of alcohol gets you in prison. A standard washroom poster wasn’t enough. We needed to create the UAE’s first 360-degree cubicle poster. Through the impression of a prison cell, we showed guys where they could be if they decided to drink and drive. For this special execution, we had to convince the management of Radisson Blu Hotel to allow use of the toilet cubicles closest to Tamanya Terrace and ICON Bar & Lounge.

Describe the creative solution to the brief/objective.

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. 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. #dontdrinkanddrive #lifeinprison The 360-degree graphics gave him a taste of life in prison. With no privacy for private routines. Knowing the nature of the sharing generation, the hashtags would help track them on social media.

Results

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.”

Credits

Name Company Role
Rohan Young TBWA/RAAD Executive Creative Director
Sandeep Fernandes TBWA/RAAD Creative Director/Copywriter
Sumanth Wilkins TBWA/RAAD Senior Art Director
Kishore Ramachandran TBWA/RAAD Production Manager
Jessica Abi Nassif TBWA/RAAD Agency Producer
Rouba Asmar TBWA/RAAD Agency Producer
Saad Gharzeddine TBWA/RAAD Group Account Director
Natasha Monteiro TBWA/RAAD Senior Account Manager
Tony Vartivarian TBWA/RAAD Senior Account Manager
Fadi Awada TBWA/RAAD Account Manager
Garen Yepremian TBWA/RAAD Senior Account Executive
Farah Abi Saab TBWA/RAAD Account Executive
Andreas Franke Staudinger/Franke Photographer