2017 Winners & Shortlists


CategoryCharities, Public Health & Safety, Public Awareness Messages
Idea Creation TBWA\RAAD Beirut, LEBANON

The Campaign

RYMCO created the Warning Voice - a feature that plays personalized voice messages recorded by loved ones.

Creative Execution

A Nissan vehicle was outfitted with the Warning Voice, replacing the usual speed limit warning sound. We then contacted family members of reckless drivers, and recorded their personalized message to their loved ones. Drivers with a history of accidents and excessive speeding were then invited to a test drive, unaware of what would come. Once they started to speed, the regular speed alarm switched to an unexpected voice message by the loved ones urging them to slow down.


In the first three days, the case went viral and reached more than 500k views, in a country with 1.5 million drivers. Subsequently, RYMCO/Nissan received hundreds of requests - mostly from parents - to implement the feature, while Nissan Global decided to adopt this innovation worldwide. Finally, reckless drivers who experienced this feature had an immediate change of behaviour.

Through The Warning Voice, reckless drivers were directly targeted so that they could became aware of the consequences of their behaviour and the importance of staying safe on the roads. The experience directly showcased the negative impact their actions had on their loved ones, and planted the seeds for change in their behaviour.

Countless campaigns in Lebanon have tried to tackle the issue of reckless driving to no avail, We set out to create real behavioural change by speaking to these drivers directly using their loved ones. We targeted drivers with a history of accidents and excessive speeding, and captured the experience of them hearing their loved ones through a powerful and immersive online video.


Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Krix Berberian TBWA\RAAD Creative Director
Rita Nasr TBWA\RAAD Associate Creative Director
Nadim Safieddine TBWA\RAAD Senior English Copywriter
Chadi Dib - Director
Sandra Fatte - Editor
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