2019 Winners & Shortlists

DU #POSTWISELY "IT'S YOUR LIFE. UNTIL YOU SHARE IT"

BrandDU TELECOM
Product/ServiceDU TELECOM
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryCreative Effectiveness for Good
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
PR MSL Dubai, UNITED ARAB EMIRATES
Production STINK FILMS London, UNITED KINGDOM

Synopsis.

“Social media has a dark side,” is a statement used and abused in today’s pop culture. Unfortunately, it takes becoming a victim of this ‘dark side’ to learn the consequences online platforms could have in our ‘offline’ lives. The UAE is an internet-dependent country. With one of the highest smartphone penetrations globally and an active appetite to both consume and create content, we are a people who live our online lives more ardently than we do our real ones. The UAE is also one of the safest countries in the world; a place where doors are left unlocked, children roam free and news is always positive. It was at the intersection of this social media dependency and general safety perception that we discovered the ‘dark side’ of social media. While offline the UAE is incredibly safe, online, the population becoming victim to cybercrime was growing at an alarming rate. As a telecom operator and internet provider to the UAE, du Telecom felt it was our duty to bring this issue to the fore. A brand that stands to ‘add life to life’ in a usually vibrant and colorful manner, we made a strategic decision to take on this darker subject and truly add value to our consumers’ lives. Digging deeper into the issue we realized that it was primarily a lack of awareness around ‘oversharing’ that led to most of cybercrime attacks; in fact 76% of our survey respondents never thought they were under threat from hackers and simply focused on continuing to enjoy the social validation they received from sharing personal information online. ‘It’s Your Life Until You Share It #PostWisely’ was born. Based on true stories we created films that resembled every day activities we all participated in; be that sharing live locations, pre-vacation boarding passes or personal family photos, and grabbed our consumer’s attention by showing them the perspective of how easy it was for a ‘cybercriminals’ to target their victims. We then amplified awareness by hijacking popular hashtags like ‘#homealone’, ‘#mybaby’ and ‘#vacation’ to target our audience with contextually relevant messages, highlighting the exact moments in which they opened themselves up to danger. This resulted in a drastic change in behavior, as 44% of survey respondents changed their privacy setting on social platforms as a result of the campaign. Whereas #PostWisely started an online movement, getting endorsed by over 30 of the region’s top influencers and becoming the 4th highest trending topic in the region. In recognition of this movement, du was invited to showcase #PostWisely and its values at high schools and universities across the UAE, positioning the brand as community leaders.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
André Nassar Leo Burnett Dubai Regional Executive Creative Director
Rafael Augusto Leo Burnett Dubai Creative Director
John Smeddle Leo Burnett Dubai CD Copywriter
André Nassar, Rafael Augusto, Bruno Bomediano, Roger Possato Leo Burnett Dubai Art Directors
Mohannad Awameh Leo Burnett Dubai Graphic Designer
Shadi Khermasho Leo Burnett Dubai Arabic Copywriter
John Smeddle Leo Burnett Dubai Copywriter
Shereen Mustafa Leo Burnett Dubai Head of TV Production
Elham Abi Rached, Zeina Daoud Leo Burnett Dubai TV Producer
Dan Newton, Ralph Matar Leo Burnett Dubai Post Producer
Haytham Dayeh Leo Burnedd Dubai Communication Servicing Director
Mahmoud Jaber, Amir Zeitouni Leo Burnett Dubai Senior Account Managers
Amir M. Zeitouni Leo Burnett Dubai Planner
Danielle Jamal Leo Burnett Dubai Digital Communication Director
Karim Mroueh Leo Burnett Dubai Digital Account Manager
Tom Green Stink UK Director
Debbie Ninnis Stink UK Producer
Ninteen Twenty London & Lizard Cairo Ninteen Twenty London & Lizard Cairo Post Production houses
Factory Factory Sound Studio
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