Don't Rush, Stay Safe
A Ramadan road-safety campaign run with Abu Dhabi's Integrated Transport Centre, built around a short film in which an impatient driver rushing home for iftar meets the same talabat rider delivering to his family. Ran on social, OOH and Abu Dhabi variable message signs.
- The brief
- Drivers and delivery riders in Abu Dhabi during Ramadan, when the hour before iftar brings a rush on the roads.
- The idea
- With the Integrated Transport Centre in Abu Dhabi, talabat made a film where an impatient driver hurrying home for iftar meets the rider delivering his family's meal, shown on social, outdoor and road message signs.
- What to borrow
- Showing the impatient driver that the rider he endangers is serving his own family turns a safety lecture into self-interest.
| Brand | talabat |
|---|---|
| Agency | Ludus Films |
| Talent | Not named |
| Channels | social, OOH, digital |
| Source | Campaign Middle East |
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