Engagement Citoyen / Tunisia / 2011PR Stunts · OOH
The Return of Dictator Ben Ali.
Days before Tunisia's first free elections, a giant portrait of the deposed president Ben Ali went up over a building in Tunis to jolt people into voting.
- Brand
- Engagement Citoyen
- Agency
- Memac Ogilvy Label Tunis
- Market
- Tunisia
- Region
- MENA
- Year
- 2011
The challenge
Tunisia was heading into the 23 October 2011 Constituent Assembly vote after the revolution, and the NGO Engagement Citoyen had spent eight months urging people to register and vote.
The idea
Passers-by were shocked to see Ben Ali's face back on a building. Some tore the poster down, and underneath was a second message: 'Wake up, dictatorship may return! Cast your ballots on October 23rd!' The reactions were filmed and released online as a last push before polling day.
Results
- Morocco World News reported that the film was viewed 50,000 times on YouTube within 24 hours.
Case study source: Morocco World News Source ↗
Awards
- Cannes Lions 2012Film LionsBronze
- Cannes Lions 2012Promo & Activation LionsGold
- Cannes Lions 2012Branded Content & Entertainment LionsGold
Credits
- Creative agency
- Memac Ogilvy Label Tunis
