GOLD - EFFIE MENA 2016
BEST USE OF CSR - CORPOORATE
CREATIVE IDEA:
We produced 8 episodes challenging A-list celebrities from various fields to text and do what they do best. If they stopped either task, they lost. Using gaming lingo we compared the dangers of the roads with 3 lives, and they all failed. At the end of every episode, each celebrity related their failure back to the dangers of texting and driving in a personal message to their fans.
Celebrities categories: Tony Mendelek: Leading hair stylist / Esperance Ghanem: Famous news anchor / Carol Sakr: A-list singer / Khanito: A-list choreographer / Chef Ramzi: A-list chef / Tony: Famous fitness instructor / Toni Abou Jaoude: A-list comedian / Jean: Famous musician.
As a reaction to the campaign, Lebanon’s most popular news anchor opened primetime news while texting…and dedicated 20-minutes to it. Even the top-rated social program took the “text if you can!” challenge to the ground. Inviting people to play a car game while texting.
A live game show that proves that when you text, you can’t focus on anything else.
