2012 Results

CAT 47 - Online Films (INT)


Memac Ogilvy Label Tunisia (TUNISIA)

Engagement Citoyen, "The Return of Dictator Ben Ali"47-02195-INT

URL: http://www.awds2011.com/zaba/zaba.html

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

Production Company (& City): Propaganda, Tunis

Film Director(s): Fehd Chebbi

Agency Producer(s): Imed Marzouk

Short explanation

A few weeks before their first ever free elections, the Tunisian people had lost interest in politics. Only 55% at best were planning to vote. Engagement Citoyen, a non-profit organization that aims to promote Tunisina's democratic awakening asked us to inspire a higher turnout. To re-activate people's political engagement, we set up a very special reminder and posted it online.
The video immediately engaged a large audience through social networks, generating an over 30% share rate, while the industry average is about 1%. (Source: Share tracker powered by Unruly). Most importantly, 88% turnout was reached. Far higher than the expected 55%


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