Engagement Citoyen: "The Return of Dictator Ben Ali" Outdoor Advert by Memac Ogilvy Label Tunisia

Advertiser ENGAGEMENT CITOYEN
Product CIVIL ENGAGEMENT IN ELECTION
Entrant MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: THE RETURN OF DICTATOR BEN ALI
Nicolas Courant Creative Director
Mehdi Lamloum/Asma Kanzari/Yosri Mimouna Copywriter
Gerald Heraud Art Director
Yassine Boughaba Typographer
Olfa Khalil Arem/Ulfet Fourati Advertiser's Supervisor
Aziz M'bazaia/Moez Nemsi Producer
Cherifa Benslamia Planner
Description of Ambient execution:
After decades of dictatorship, Tunisians had finally overthrown Ben Ali. But a few weeks before their first ever elections, they were fed up with politics. Only 55% at best would vote, ignoring the power and consequences their vote could have in helping build the democracy they had fought for. Engagement Citoyen, a non-profit organization that aims to promote Tunisians' democratic awakening, asked us to convert apathy into action. To re-activate people's political engagement, we needed a strong and effective remider. So we set up a provocative and visually engaging stunt. We put back 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 tear it down. And when they did so, they discovered another poster underneath: BEWARE, DICTATORSHIP CAN RETURN. ON OCTOBER 23RD, VOTE.