‘Tor2at el zefet’ is a ‘social movement’ with the objective of shedding light on the bad condition of Lebanon’s roads. In the long term it hopes to instigate change through public opinion. The movement has begun with a television and social media initiative, with people invited to engage with the campaign through the sharing of photos that capture the bad condition of roads in their neighbourhood. A further TVC is to be produced in order to sustain momentum.
Project Tor2at el zefet
Client MTV Lebanon
Agency TBWA\Raad Beirut
Chief creative officer Walid Kanaan
Creative director Krix Berberian
Production house City Films
Director Jad Eid
PR and social media Suzan Dargham
