Fawazir
Behind the Work
In the Middle East, Ramadan is the holiest month of the year. It’s also the month with the highest number of traffic accidents, with young drivers responsible for a disproportionate share of them.
To change behavior, we first had to earn their attention.
Our insight was that young people across the region are surprisingly drawn to nostalgic content. So instead of creating another road safety campaign, we brought back Fawazir, the iconic Arabic TV show famous for its riddles and puzzles.
Working with a beloved Lebanese actress, we reimagined the format for social media, creating a series of entertaining riddles that subtly taught road safety lessons.
It was a bold departure from what people expected from the brand, pushing our social channels into the world of entertainment rather than advertising.
And it worked.
Results That Matter
The nostalgic approach delivered real-world results.
- 3.2 Million viewers watched the series until the end
- 4 out of 5 people who watched the series made more effort on the roads to drive safer
- 87% of people who watched the series buckle up more
