Engagement Citoyen: The Return of Dictator Ben Ali by Memac Ogilvy Label Tunis for Engagement Citoyen

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Tunisia
Agency Memac Ogilvy Label Tunis
Released August 2011

Awards

London International Awards 2012
Billboard Public Service/Social Welfare Silver Winner

Credits & Description

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.

The Outdoor Advert titled Engagement Citoyen: The Return of Dictator Ben Ali was done by Memac Ogilvy Label Tunis advertising agency for product: Engagement Citoyen (brand: Engagement Citoyen) in Tunisia. It was released in Aug 2011.