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 reminder. So we set up a provocative and visually engaging stunt. We put back Ben Ali's billboard in La Goulette and let people directly experience the real danger of abstention: the return of dictatorship! A very special billboard designed to provoke protests and encourage people to tear it down. And when they did so, they discovered another billboard underneath: BEWARE, DICTATORSHIP CAN RETURN. ON OCTOBER 23RD, VOTE. To reach a wider audience, the whole event was captured on film and posted online.
Billboard — Public Service/Social Welfare
Entrant: Memac Ogilvy Label, Tunis
"The Return of Dictator Ben Ali"
Production Company: Propaganda Art Director: Yassine Boughaba Copywriters: Asma Kanzari/Mehdi Lamloum/Yosri Mimouna Associate Creative Director: Gerald Heraud Creative Director: Nicolas Courant Agency: Memac Ogilvy Label, Tunis Agency Account Director: Cherifa Ben Slamia Corporate Name of Client: Engagement Citoyen
Description of the Project