DDB DUBAI
GROUP CREATIVE DIRECTOR & WRITER
It’s imperative that we use social media responsibly. So we wanted to create show-stopping activation (quite literally) on behalf of our client Alfa Telecom to encourage people to share things responsibly on their social platforms. The fact is that people need to draw the line between what is personal and what is not. And that line gets blurred quite often. So we transformed windows across Beirut into smartphone screens to display acts of irresponsible sharing that would shock passers-by. The Window Watchers activation generated tremendous organic reach and awareness on social media helping drive home the importance of sharing things responsibly on social media.