2012 Results

CAT 23 - Media Innovation - Traditional Media (MI)


Memac Ogilvy Label Tunisia (TUNISIA)

Engagement Citoyen, "The Return of Dictator Ben Ali"23-02192-MI

Agency (city): Memac Ogilvy Label

Creative Director(s): Nicolas Courant

Copywriter(s): Asma Kanzari, Mehdi Lamloum, Yosri Mimouna

Art Director(s): Gerald Heraud, Yassine Boughaba

Agency Producer(s): Aziz M'Bazaia, Bedis Benamor, Moez Nemsi

Short explanation

After decades of dictatorship, the Tunisian people had finally overthrown dictator Ben Ali. But a few weeks before their first ever free and fair elections, it was estimated that only 55% at best would go and vote, ignoring the power and consequences their individual vote could have in helping the democracy they had fought for. On the contrary, they seemed to take their newly gained freedoms for granted. Engagement Citoyen, a non-profit organization that aims to promote tunisians' democratic awakening, asked us to convert this apathy into action and inspire a higher turnout at upcoming elections.

To re-activate people's sense of political engagement, we set up a provocative and visually engaging reminder. We put back up Ben Ali's giant poster in La Goulette and let people directly experience the real danger of abstention: the return of dictatorship ! A very special poster designed to provoke protests and encourage people to direct action. The people reacted as we expected and torn the poster down. But when they did so, they discovered another one underneath: BEWARE, DICTATORSHIP CAN RETURN. ON OCTOBER 23RD, GO OUT AND VOTE + url for neutral informations on the candidates' programs.

The event was turned into an online video, generating a 30% share rate and tens of thousands of calls for action, + 461% clickrates on Engagement Citoyen's website and countless media coverage everywhere. People spontaneously changed their social media profile picture into our second poster. Within a few hours, getting out and vote had become the ultimate act of the revolutionary process. In the evening it aired on all Tunisian and Arabic channel news. The
next day, it spread worldwide. But, most Importantly, the campaign made people actually vote
as 88% turnout was reached. Far higher than the expected 55%.


Engagement Citoyen is a non-profit organization that aims to promote Tunisians' democratic