| March 20 2005 BIG HEALTHY EYES ON TRAFFIC SIGNS Big Idea was appointed by YASA (Youth Association for Social Awareness) to develop an awareness campaign to encourage people to respect traffic signs. Big Idea was not only up to the challenge, but considered it as part of its contribution to the corporate social responsibility any agency must have, thus, the whole campaign was a complimentary gift to YASA and the Lebanese community. The brilliant campaign was created by Edmond Sweidy, CEO and Creative Director at Big Idea Lebanon, featuring a traffic light wherein the red light is replaced by a red tomato, the green light replaced by a green apple, and the orange light substituted by an orange! The selling line was written by Edmond to be Traffic Signs So Healthy. Following a healthy diet, eating fruits and vegetables can keep you healthy, so is respecting the traffic lights, which are there for your safety. What Edmond had in mind, was an idea that would be so much of a peoples idea rather than a sophisticated concept that would not be grabbed by the public; and it worked. People loved the concept and YASA integrated it in all its communications collaterals and roamed schools and universities to further present the benefits behind respecting traffic lights. A 360 degrees integrated ATL and BTL campaign ran on all major TV, press, and outdoor media companies, and the lights are still on! |
