Time named ‘The Protester’ Person of the Year, marking the newly-found power in social media that sparked big and small revolutions around the world. And one of the best examples was the January 14th 2011 Tunisian Revolution.
Less publicised though was the fact that after the initial euphoria for having achieved freedom from dictatorship, strikes and economic paralysis took control of the country.
This presented an incredible behavioural challenge. In this daunting environment, people had to stand up and get back to work to rebuild the country. Ogilvy convinced 6 major brands and 5 media owners to participate in a curious activation campaign.
On February 16th 2011, everyone was pretending that it was June 16th 2014, and the news showed how prosperous Tunis could be if everyone started to play their part and participated in a new revolution about getting back to work.
They say that the best way to predict the future is to create it. This is a fantastic example of behaviour change beyond our jobs of brand building.
It won a Gold Media Lion at Cannes 2011.