JUNE 16th 2014

16 Juin 2014 Case Film
Advertising agency : Memac Ogilvy Label Tunisia
Awards : 2 Gold (Media and Integrated), 1 Silver ( Media) , 2 Bronze (Direct) at Dubai Lynx 2011
Full details at http://www.dubailynx.com/winners/2011/

Creative Credits
Name Company Position
Syrine Cherif Memac Ogilvy Label Tunisia Managing Director
Nicolas Courant Memac Ogilvy Label Tunisia Creative Director
Gerald Heraud Memac Ogilvy Label Tunisia Associate Creative Director
Mehdi Lamloum/ Asma Kanzari/ Yosri Mimouna/ Yassine Boughaba/ Moez Achour Memac Ogilvy Label Tunisia Copywriters
Hela Helioui Memac Ogilvy Label Tunisia Business Director
Sana Triki Ogilvy PR Tunisia PR Manager
Hayet Raïs Mindshare Tunisia Managing Director
Moez Sinaoui Nessma TV Broadcast Director
Nourredine Boutar Mosaique FM Managing Director
Lotfi Ben Sassi La Presse Redacteur en chef
Hechmi Ammar Webmanager Managing Director
Najmaddine Akkari Al Chorouk Managing Director
Mohamed Ali Elloumi / Ali Boulila AccesstoeBusiness Webdesign / Développement / Community Ma
Najla Chaar Tunisiana Communication director
Kaouther Ben Salem Larbi Delice Managing Director
Stain STIAL
Philippe Rouchier Sotubi / Sotuchoc Group Marketing Manager
Olfa Mellouli L'Epi d'OR UNPA Managing Director

Results and Effectiveness:
The content developed by the media spread to social media via #16juin2014.com and people began to imagine wonderful futures and called for action. 16juin2014 hashtag was n°1 top trend topic on Twitter all day long. At 6pm, the debate was everywhere on TV, radios, blogs... Getting back to work quickly became an act of resistance. The operation was covered by most Tunisian media and several international networks. As getting on with life had become a political act, people massively got back to work the next day and the 6 brands recommenced traditional marketing. Others soon followed.
Creative Execution:
So we decided to show everyone how bright our future could be if we all started building it now rather than look back nor complain about the present. We convinced 6 brands and 5 major Tunisian media of which newspapers La Presse and Al Chourouk and online magazine Webmanager to participate in the June 16th 2014 campaign. During a whole day, the media acted as if it were June 16th 2014 and presented Tunisia as a prosperous, modern and democratic country.
Insights, Strategy and the Idea:
Tunis, January 14th 2011. Tunisians put an end to 23 years of brutal dictatorship. It was a moment of intense hope. But we were all too soon brought back to reality. The entire country went on strike and economic activity was soon left to a standstill. 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.