Drink Driving
Objective: blaming irresponsible drivers for drunk driving
Story behind it: Mr. Fady Gebrane, Hady’s father and president of Kunhadi, approached Saatchi and Saatchi to ask for their help in its advertizing campaign. 24 hours later Saatchi and Saatchi offered their services free of charge to Kunhadi because it is an issue that concerns everyone.
Since the Government did not enforce the law on drink driving, we chose to start the drink driving campaign ourselves and placed the blame on irresponsible drivers.
A shock factor was needed, without offending the drivers.
Our conscience is what makes us different from animals. That’s when it hit us.
The ass was chosen to represent drinkers, not those who get into accidents but those we had warned and did not listen when it could have possibly saved their lives and the lives of others.
Production houses also volunteered to be part of this project and offered their services free of charge:
Saatchi and Saatchi, VTR, Signature, the actors, good friends of Hady, Hady’s sister and Miss Lebanon Nadine Njeim.
Your help is saving lives.
