2017 Winners & Shortlists

The Campaign

the HRBD, a color run so popular among youth that it became the biggest event in Tunisia and Danone worldwide, gathering in 2015 60 000 people for health and fun. And also generating tons of empty cans after the event as any worldwide big event. ?The Idea has helps cleaning the area after the happy run by danup event and indirectly helps to raise awareness about recycling on Tunisian mindset and mentalité and create sustainable solution.

Creative Execution

as a first measure, Danup decided to trigger littering among its consumers by turning its bottles into a concert entry pass and show them the impact of doing it right. The people received bottles with explanatory labels asking them to bring it back at the entrance to access the show Consumers then discover a branded litter can with a thankful ragpicker The consumers were reminded that of the real impact of doing right littering to encourage social change.

Raising awarness about the Barbecha work and the importance of recycling wasn’t our only goal and to be able to take the impact further, Danup initiated a partnership with an association working with ragpickers, and we were able to reimplement these litter cans in 50 locations with real Barbecha profiles. Danup matched the ragpickers models to the implementation location in order to create a bond with consumers seeing them passing by in the district while promoting ecofriendly behavior Danup has used its huge consumer appeal to initiate social and environmental change among consumers and achieved figures unmatched locally before.

it's not at all easy to choose a Dubai Lynx category, it's like passing an exam. i think it's even harder than answering a long not detailed brief from a client. we think our idea is eligible to the branded content and entertainment lynx category because it has what it takes and its answers the requirement for this category which is Original live entertainment with brand experience at the core that enables a brand to provide message amplification and engage with a public/audience and also change their mindset.

Its objective is too create sustainable solutions and empower youth cause we believe that they will be Tunisia Future.