2022 Winners & Shortlists


CategoryConsumer Services / Business to Business

Why is this work relevant for Brand Experience & Activation?

The 100 Meters Blind campaign is designed around consumer experience, where we invited unsuspecting driving students to undertake an unprecedented driving test. Everything in our test drill, from driving instructors to learner car and test location, belonged to Belhasa Driving Center. The smart glass technology installed in the learner car helped drive tension and added an element of surprise while adding a real distracted driving victim to the mix gave our target group a more emotional connection with the brand. The distracted driving victim, Mohammed left our audience with a lasting impression.


Authorities in the UAE have recorded over 27 thousand distracted driving violations in the first half of 2021. And with speed limits reaching well over 120 km/h, motorists using their phones while driving sustain lifelong injuries or lose their lives altogether. The problem is quite prominent among teens, with many driving carelessly unbothered by the consequences. We were tasked with creating a communication piece that portrays the dangers of using mobile phones while driving to Belhasa Driving Center (BDC) students and the general public. The challenge was to create an impactful campaign with a very limited budget.

Describe the creative idea (20% of vote)

Research has shown that at 70 km/h, one would travel 100 meters blind while reading just one text. Backed by this powerful fact, we created the 100 Meters Blind test: a once-in-a-lifetime driving test where students had to drive 100 meters without seeing. Startled students were left with yet another surprise when a real distracted driving survivor walked them through the 100 meters that changed his life forever. The 100 Meters Blind test was powered by unique glass technology that turned the windshield and all windows opaque at the flick of a switch.

Describe the strategy (20% of vote)

Working with BDC’s marketing team and student registration hubs, we were able to pin down our target audience and single them out by understanding their training schedules and test dates. We were also able to narrow down the branches that had a higher percentage of students within our age limit. Coordination with various team members on the client and production side allowed us to hold the test when our students had scheduled drills to avoid raising suspicions or spoiling the surprise. We shared the film on popular social media apps, the same ones our TG scrolls through while driving.

Describe the execution (30% of vote)

Since there’s a lot of tech involved, we had to make sure all the gizmos were installed and tested ahead of the scheduled date. We transported a BDC learner car to an auto shop five days before the stunt, where we installed and thoroughly tested the smart glass tech to ensure proper functionality. Hidden cameras were installed and tested hours before the stunt to prevent any errors that required intervention. To add more punch, we wanted to create an emotional connection between our students and someone who has been in an accident due to distracted driving. We found Mohamed Omar, an Emirati distracted driving victim, around two and a half weeks before the test date. We listened to his story and arranged rehearsals so he’s confident and comfortable enough to narrate his ordeal on the test day.

List the results (30% of vote)

In one month: 160+ Students 16,000 meters of survivor stories Top 6 outdoor worldwide – bestadsontv


Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Matthew Butterworth MullenLowe MENA FZ LLC Managing Director
Paul Banham MullenLowe MENA FZ LLC Concept + Art Direction
Michael Habib MullenLowe MENA FZ LLC Concept + Art Direction
Karim Zein MullenLowe MENA FZ LLC Concept + Copywriting
Mounir Mohamad MullenLowe MENA FZ LLC Production Assistance
Zahid Gill MullenLowe MENA FZ LLC Motion Graphics, Editing, Sound Design
Rahul Menon MullenLowe MENA FZ LLC Videographer
Glory Fayad MullenLowe MENA FZ LLC Producer
Mo Younes Freelancer Film Director
Ruffy Natividad Saif Belhasa Holding Client
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