CSR campaign created for Najm
Najm is a platform to manage accident-related and attend to the needs of both the public and insurance companies in Saudi Arabia.
In 2020, our team at Buhais Creative agency developed for Najem a direction entitled "DON'T STOP THEIR LIVES" حياتهم لا توقفها to make awareness about the detriments of reckless driving.
The goal was to send a direct message for drivers not to be the reason for stopping others' lives and dreams.Therefore, the first campaign showed several individuals caring for their different life aspects such as planning for marriage, delivering a new child, or working. Then, accidents suddenly accrued and stopped their lives.
The goal was to send a direct message for drivers not to be the reason for stopping others' lives and dreams.Therefore, the first campaign showed several individuals caring for their different life aspects such as planning for marriage, delivering a new child, or working. Then, accidents suddenly accrued and stopped their lives.
My challenge was to continue the campaign with the same message, "DON'T STOP THEIR LIVES." but in a different direction, and avoid any previous similarity in terms of the emotions and tone. And to apply that, I wanted to focus on the other side of accidents drivers, why they drive recklessly and cause other people to lose their lives. However, from what I know and collected, the outrageous reasons for drifting, fast driving, and not following the road rules that those behaviors were regarded cool or as a hobby for their amusement. I wanted the message to affect the careless drivers and show them that their actions could also ruin their life and have ramifications.
The awareness video starts with two guys from a neighborhood walking; then,
a third guy gets out of his house; he greets them and then goes on his way.
At this moment,
Guy -1 asks: Do you know him? Isn't he "AboKosha"?
Guy -2: No..no, he is not. He is "AboTasa"!
*AboKosha and AboTasa are both nicknames.
Then he starts to explain how AboTasa got this nickname.
He holds the Tasa ''bowl'' and chugs the water from it.
* It is metaphoric excretion that indicates that he does everything fast.
Do you know there has never been a traffic light that he has stopped for?
Do you know how he multitasks, helping others, answering their calls, and solving their problems while he drives?
And when it comes to drifting, he is the professional.
Then he called AboTasa says:
I didn't recognize you walking on your feet.
*Funny expiration as he is walking and not driving as usual.
Finally, guy-3: turns and says, you must mean my brother; he is in the jill after crashing a family car.
At this moment,
Guy -1 asks: Do you know him? Isn't he "AboKosha"?
Guy -2: No..no, he is not. He is "AboTasa"!
*AboKosha and AboTasa are both nicknames.
Then he starts to explain how AboTasa got this nickname.
He holds the Tasa ''bowl'' and chugs the water from it.
* It is metaphoric excretion that indicates that he does everything fast.
Do you know there has never been a traffic light that he has stopped for?
Do you know how he multitasks, helping others, answering their calls, and solving their problems while he drives?
And when it comes to drifting, he is the professional.
Then he called AboTasa says:
I didn't recognize you walking on your feet.
*Funny expiration as he is walking and not driving as usual.
Finally, guy-3: turns and says, you must mean my brother; he is in the jill after crashing a family car.
I used different emotions to deliver this message
1-Started the ad with a humor sense (nickname, the main character how is describing and exaggerated the driver talent- and the copywriting style).
2-Excitement (while drifting and driving scenes).
3- Sadness ( show the tangible results of the reckless driving and how it came shockingly at the end).
1-Started the ad with a humor sense (nickname, the main character how is describing and exaggerated the driver talent- and the copywriting style).
2-Excitement (while drifting and driving scenes).
3- Sadness ( show the tangible results of the reckless driving and how it came shockingly at the end).
