2022 Winners & Shortlists

Cultural / Context information for the jury

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.

Please tell us about the challenger brand and how the work challenged / was different from the brand's competitors

Authorities in the UAE recorded a high rate of distracted driving violations in the first half of 2021. However, driving schools have turned a blind eye to the issue with little to no communication on the importance of keeping eyes on the road. Belhasa Driving Center (BDC) wanted to break the silence and spearhead the driving school sector with impactful work based on real insights. While every other driving school bragged about the size of their fleet or their luxury learner cars, BDC modified one of their vehicles to deliver a striking message on road safety in an unprecedented way. BDC became the first driving school in the UAE that introduced an unusual test, 100 Meters Blind, to its driving students, revealing the dangers of distracted drivers both innovatively and poignantly.