MTV: Fix Our Roads

Credits & Description:

Media: Film
Client: Mtv
Product: Call To Action Aimed At Politicians
Agency: Tbwa\Raad Beirut, Lebanon
Entrant: Tbwa\Raad Beirut, Lebanon
Product/Service: Call To Action Aimed At Politicians
Idea Creation: Tbwa\Raad Beirut, Lebanon
Production: City Films Beirut, Lebanon
Chief Creative Officer: Walid Kanaan (Tbwa\Raad)
Creative Director: Krix Berberian (Tbwa\Raad)
Director: Jad Eid (City Films)
Social Media URL: https://www.facebook.com/mtvle...
Brief Explanation:
A car rental employee surprises a tourist with an unexpected question: - Kurt, what is your religion? The astonished customer replies hesitantly, not knowing the purpose of this inquiry until he discovers the car he rented customized with all sorts of religious figures. Saints that will provide the required protection in a country with insecure roads and bad infrastructure. The end message sums it all: "for God's sake, fix our roads". In Lebanon, a country of 4 million population with a diversified palette of 18 different religions and sects, the corruption reached an alarming stage and the roads were left without proper maintenance for years. MTV, a leading broadcasting TV championed this cause through its programs news and content, and highlighted the urgent need to fix the roads. This copy used the religious insights to surprise and shock the public opinion, the municipalities and the politicians, as a last resort