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Telco's Head-Turning Stunt Shows Beirut That ‘Not Everything is for Sharing’



Mobile operator Alfa and DDB Dubai tackled the issue of social media oversharing by transforming windows into interactive mobile screens

Telco's Head-Turning Stunt Shows Beirut That ‘Not Everything is for Sharing’
Have we become a little too social for our own good? Are we sharing more than we should on our social media channels? We have been led to believe that when it comes to social media, sharing is caring. That the more you put yourself out there, the more social currency you have. 
But it seems we may have already crossed a line too far. Social psychologists the world over believe that people have gone overboard with the kind of stuff they are sharing and posting online. 

Things that were once considered personal and private are now being paraded on social media. Be it intimate moments, private data or even polarising political and social beliefs. Nothing seems to be off limits anymore. 

Needless to say the repercussions have been devastating at both a personal and professional level. 

To bring this issue to the fore and get more than a conversation started, Alfa, Lebanon’s first mobile operator managed by Orascom TMT, along with DDB Dubai decided to tackle the issue head on in a creative yet disruptive way. They created an interactive outdoor campaign that got heads turning and people thinking about the importance of keeping some things private. 
The campaign titled ‘Window Watchers’ transformed windows around the city of Beirut into innovative interactive mobile screens. Passersby we exposed to intimate moments transpiring inside every room. The hashtag #NotEverythingIsForSharing rounded off the communication. 

Firas Medrows, executive creative director at DDB Dubai said: “It’s true, we are sharing way too much without even thinking about the consequences it could have on us. So, we just wanted to remind people in a smart yet effective way that not everything we do in our life is for sharing. We really hope that this campaign gets people to think about what’s worth sharing and what’s not.”

The campaign is currently live in Lebanon and is garnering a lot of attention in the news media while generating buzz on social media. But the true efficacy of this campaign will be measured in people’s behaviour on social media in what they choose to share online.


Agency / Creative
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Genres: People

Categories: Consumer Electronics, Smart watch

DDB EMEA, Wed, 07 Nov 2018 13:15:47 GMT