The content spread to social media. People began imagining their future and called for action.

#16juin2014 hash tag was n°1 top trend topic on French Twitter.The operation was covered by every Tunisian media. Special shows and debates were broadcast (171mn for 3 Tunisian TV channels only, almost 5h on radios), and 36mn international coverage, including Al Jazeera who opened its evening news with a 4mn report.

Next weekend, protests were organised: getting back to work had become an act of resistance.To kick start the economy, the 6 participating brands resumed to traditional marketing. Soon followed by others +166% media spent.

We decided to show everyone how bright our future could be if we all started building it now. We convinced 6 major consumer brands and 5 major Tunisian media of which 1 radio, 1TV, 2 newspapers and 1 online magazine to participate in the June 16th 2014 campaign. During a whole day, the 5 media acted as if it were June 16th 2014, approximately 3 years after first scheduled free elections. They presented Tunisia as a prosperous, modern and democratic country.

NessmaTV aired their usual shows pretending to be in 2014. News, bulletins, reports, culture, talk shows.MosaiqueFM broadcast 2014 news, chronicles, press reviews...The 2 leading daily newspapers made a special edition with 2014 news. WMC posted 15 articles from politics to economy.To further engage people, we launched a has htag on Twitter and a website compiling the content and where people could share their own vision of the future.

January 14th, 2011. Tunisia went through an historical Revolution that put an end to 23 years of brutal dictatorship. After one month of struggle, Tunisia had finally recovered its freedom and dignity. It was a moment of intense hope and national pride. But we were all too soon brought back to reality. The entire country went on strike, with people requiring immediate satisfaction. Economic activity was soon left to a standstill. 3 weeks later, hope had given way to doubt. The advertising industry, like many others, was completely stuck. Brands were quite willing to advertise in order to kick-start the economy, but they were afraid of public perception.

We needed to find a way to encourage the people to get back to work and start rebuilding the country we had all fought for.