Memac Ogilvy Label Tunisia (TUNISIA)
|Engagement Citoyen, "The Return of Dictator Ben Ali"||28-02197-PIE|
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, Moez Nemsi, Bedis Benamor
Within a few months, Tunisia went from decades of dictatorship and one only political party... to its first ever free and fair elections, 1600 candidates to choose from and over exposure to countless political messages and advertising. As a direct result of the confusion that arose, many had completely lost interest in politics. Only 55% at best would go and vote. Thus forgetting the main objective of the Revolution: Democracy for Tunisia. 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.
We needed to re-activate people's political engagement with a strong and effective reminder. So we set up a provocative and visually engaging event. We put back Ben Ali's giant poster in La Goulette and let people experience the real danger of abstention: the return of dictatorship !
The message spread immediately (30% share rate), generating tens of thousands of calls for action, + 461% visits 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, guetting out and vote had become the ultimate act of the revolutionary process. In the evening it was aired on all Tunisian and Arabic channel news.
Engagement Citoyen is a non-profit organization that aims to promote Tunisians' democratic