Cannes Lions
JWT CAIRO, Cairo / VODAFONE / 2008
Overview
Entries
Credits
Execution
Using an Egyptian insight (writing on back of cars) as a creative medium, where we would inscribe sentences with the same tone of voice using their own language encouraging drivers to wear the car kit headset
Outcome
The First edition of 10,000 printed messages to sustain the whole summer season ran out in the first 10 days. Moreover As we printed the second edition, the truck drivers started to make their own version of the messages.
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