16 June 2014 in Tunisia
Media in Tunisia banded together this year to run “June 16th 2014”, an integrated advertising campaign encouraging people to get back to work and start rebuilding the country they had all fought for. January 14th 2011 was the date Tunisians put an end to 23 years of brutal dictatorship. It was a moment of intense hope. But citizens were all too soon brought back to reality. The entire country went on strike and economic activity was soon left to a standstill. The advertising industry, like many other sectors, was completely stuck. Brands were quite willing to advertise in order to kick-start the economy, but they were afraid of public perception. Memac Ogilvy Label came up with the concept of a day in the future in which the country moved beyond its current difficulties, June 16, 2014.
The 16 June 2014 campaign allowed people to look ahead and recover hope. Tunisia’s post-revolutionary context needed political answers explaining the path to democracy and showing a clear roadmap towards free elections. But the transition government was unable to provide such guidelines and kept warning people of the many risks threatening the country, especially its economy. A lack of future vision was made worse with a number of negative messages being sent by the government.
Memac Ogilvy Label decided to show everyone how bright Tunisia’s future could be if everyone all started building it now. The agency convinced six brands and five major Tunisian media outlets (one radio, one television, two newspapers and one online magazine) to participate in the June 16th 2014 campaign. During a whole day, the media acted as if it were June 16th 2014 and presented Tunisia as a prosperous, modern and democratic country. To further engage people, the agency launched a hashtag on Twitter and 16juin2014.com, a website with all the content and where people could share their own vision of the future.
The media content spread to social media via 16juin2014.com and people began to imagine wonderful futures and called everyone for action. #16juin2014 hashtag was the number one top trend topic on Twitter all day long. At 6pm, the debate was everywhere on TV, radio stations and blogs. Getting back to work quickly became an act of resistance. The operation was covered by most Tunisian media and several international networks. As getting on with life had become a political act, people massively got back to work the next day and the six brands started traditional marketing again. Others soon followed.
The 16 June 2014 campaign was developed at Memac Ogilvy Label Tunisia by managing director Syrine Cherif, creative director Nicolas Courant, creative team Gerald Heraud, Mehdi Lamloum, Asma Kanzari, Yassine Boughaba, Moez Achour, Yosri Mimouna and Bedis Benamor.