2017 Winners & Shortlists

FIX OUR ROADS

Short List
BrandMTV
Product/ServiceCALL TO ACTION AIMED AT POLITICIANS
EntrantTBWA\RAAD Beirut, LEBANON
CategoryCasting
Idea Creation TBWA\RAAD Beirut, LEBANON
Production CITY FILMS Beirut, LEBANON

Brief Explanation

A car rental employee surprises a tourist with an unexpected question: - Kurt, what is your religion? The astonished customer replies hesitantly, not knowing the purpose of this inquiry until he discovers the car he rented customized with all sorts of religious figures. Saints that will provide the required protection in a country with insecure roads and bad infrastructure. The end message sums it all: "for God's sake, fix our roads". In Lebanon, a country of 4 million population with a diversified palette of 18 different religions and sects, the corruption reached an alarming stage and the roads were left without proper maintenance for years. MTV, a leading broadcasting TV championed this cause through its programs news and content, and highlighted the urgent need to fix the roads. This copy used the religious insights to surprise and shock the public opinion, the municipalities and the politicians, as a last resort

To make the whole ad authentic and to capture the right reactions, we have casted two characters, a Lebanese with bad english and a German who doesn’t speak Arabic. The combination pushed our script and made the whole acting very genuine. While the Lebanese cast talking in Arabic, our foreign cast was reacting naturally and being surprised from what he was being told.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Krix Berberian TBWA\RAAD Creative Director
Jad Eid City Films Director
Links
Social Media URL