2016 Winners & Shortlists

Brief Explanation

In Jordan, smoking has been ranked number one for the highest rate of male smokers in the Middle East, with female smokers ranked at number three. When asked why they smoked, they simple answered "we love it" making the laws attempting to divorce the union between man and cigarette futile. No matter how aggressive the campaign, or how gruesome the images on the packs, nothing was effective anymore, and TobaccoFree Jordan needed to find a new way to communicate. With the Jordanian Unique Users at 4.1 Million, 80% average penetration of social networks (iPSOS Jordan Tech Tracker 2014) and an average time of 7 hours daily spent on Facebook (eMarketer 2014 study), we decided to invest heavily on their Facebook channel alongside the outdoor exposure. with the local comedy scene growing in Jordan we needed to take advantage and use funny/ colloquial Arabic "lover" slang to attract the youths attention.

The Campaign

The NGO Tobacco Free Jordan wanted to raise awareness about the dangers of smoking using unconventional methods. As a response to the overbearing messages of traditional non-smoking ads we choose to focus on the love people illustrate smoking as an unhealthy lovers quarrel. It was an integrated campaign of outdoor, Facebook game, online video, magazine and press ads, executed in an unusual illustration style where the cigarettes love was shown as an unhealthy and deadly one, using colloquial/ witty/ familiar romantic Arabic headlines to connect with the Jordanian public. In just 6 minutes, the video we published on their Facebook page got 1.4K views. The video generated over 5 million views with 100,000 shares on social media (and counting) Including organic twitter sharing throughout the region and voluntary radio coverage by local stations. Jordanian celebrities & regional non smoking communities shared and posted on their own pages.

Creative Execution

We decided to personify the addiction to cigarettes as a tragic love story and carefully display the damaging effects to the lips, lungs, and heart in a humorous way, reminding smokers that not everyone, or in this case, everything, you love is good for you. The use of common colloquial Jordanian Arabic produced a remarkable response, as people started to connect the dots. It was an integrated campaign of outdoor, online videos, Facebook game, translated Youtube video, press ads and magazine ads, executed in an unusually simple (for Jordan) illustration style where the cigarettes love was shown as an unhealthy and deadly one, using colloquial/ witty/ familiar romantic Arabic headlines to connect with the Jordanian public.

In just 6 minutes, the video we published on their Facebook page got 1.4K views. The video generated over 5 million views with 100,000 shares on social media (and counting) including organic twitter sharing throughout the region and voluntary radio coverage by local stations. Jordanian celebrities & regional non smoking communities shared and posted on their own pages as well. The numbers and growth was staggering. In just 60 minutes we got 32.5k views, and in just 24 hours 1 Million views! We got 5,204,262 ORGANIC views, 86K ORGANIC interactions, and acquired 125,666 fans organically all on the 2nd Animated video on Facebook only.