Unlicensed Protest.
Lebanon's car registry had barely worked since 2019, leaving drivers without plates and facing fines. Transparency International Lebanon turned the empty plate holders into protest signs with lines like 'Until the bribing stops'.
- العلامة التجارية
- Transparency International Lebanon
- الوكالة
- TBWA\RAAD
- السوق
- لبنان
- المنطقة
- الشرق الأوسط وشمال أفريقيا
- السنة
- 2024
التحدي
Corruption, underfunding and strikes kept the registry shut for long stretches, and when it opened, bribes were often needed to get anything processed. With almost no public transport, people kept driving unregistered cars while the government fined them and seized vehicles.
الفكرة
TBWA\RAAD gave citizens customisable protest plates carrying messages such as 'Until the registry reopens' and 'Until I get my driver's license'. A microsite collected petition signatures and protest messages, a pop-up plate shop near the registry printed the plates, and a convoy of cars drove from the north of Lebanon to the south. The campaign launched in December 2024, and the entry says the registry reopened in January 2025.
النتائج
- 8,000+ protest plates made and displayed, according to the Dubai Lynx entry
- 3 million+ online impressions, with coverage on MTV and Al Jadeed and in An-Nahar and L'Orient Today, by the entry's account
- The entry credits the campaign with the registry reopening and says 60 corrupt officials were brought to justice
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Direct – Social Behaviour & Cultural Insightذهبية
- Dubai Lynx 2025Brand Experience & Activation – Guerrilla Marketing & Stuntsبرونزية
- Dubai Lynx 2025Outdoor – Transitفضية
- Dubai Lynx 2025Outdoor – Social Behaviour & Cultural Insightذهبية
- Dubai Lynx 2025Direct – Small-Scale Mediaبرونزية
- Dubai Lynx 2025Media – Not-for-profit / Charity / Governmentفضية
فريق العمل
- الوكالة الإبداعية
- TBWA\RAAD Dubai
- الإنتاج
- Triangle Professional Photography
- Media placement
- OMD
- المدير العام، TBWA\RAAD
- Joe Lahham
- المدير الإبداعي التنفيذي، TBWA\RAAD
- Santiago Cuesta
- Regional Creative Director, TBWA\RAAD
- Georges Kyrillos
- المدير الإبداعي، TBWA\RAAD
- Christopher Ghorayeb
- المدير الفني الأول، TBWA\RAAD
- Jad Chidiac
- Junior Art Director, TBWA\RAAD
- Naya Kanaan
- PR & Communication, TBWA\RAAD
- Romy Abdelnour
- مدير الحسابات، TBWA\RAAD
- Diana Georges
- كاتب الإعلانات، TBWA\RAAD
- Hiba Shmaysani
- Account Executive, TBWA\RAAD
- Georges Ghattas
- Executive Digital Director, TBWA\RAAD
- Rony Skaf
- Strategy, TBWA\RAAD
- Catherine Bannister
- Strategy, TBWA\RAAD
- Dana Naja
- PR & Communication, TBWA\RAAD
- Lea Moufarej
- Traffic, TBWA\RAAD
- Ezzat Habra
- Videographer, Triangle Professional Photography
- Maroun Trad
