Kafa (Enough) road safety campaign

June 11th, 2009 Zeid Nasser (Admin)

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Advertising Agency: Publicis Graphics Amman, Jordan
Account Handler: Khalil Nunu
Creative Director: Nathan Ross
ACD & Art Director: Rami Qaddoumi
Photographer: Eyad Shamieh

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Entry Filed under: Agencies,Creative,Jordan


  • restless

    sorry guys but there is nothing special about the above ads !!

    very direct idea and poor execution,

    i have seen much better stuff from PG Amman,,

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    No need to say sorry Restless, appreciate your opinion.

    The campaign is meant to be direct vs. previous KAFA campaigns which have used scare tactics; death etc, this campaign looks at the cause of the problem, not the result.

    It indirectly tells pedestrians and drivers “ENOUGH MESSING AROUND” just abide by the law and let the statistics drop.

    Personally, I think the direct relationship to things that happen everyday on the streets of Amman is very strong and I actually really like the photography style, but like I said you should say SORRY you are totally entitled to you opinion :-)

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    I meant you “shouldnt say sorry” my bad :-)

  • aram

    well, the previous campaign was more effective and strong, it made me really think when i drive, photography is weak here, nothing new as restless said, besides the negative campaign b4 this one was much much better…

  • http://forum.ykfi.net/index.php?s=122496a228bdbd9737b7456664608a5f moe fara

    Just an awful copy of what some Saudi-based agency did in an awareness campaign called: yakfi,

    haha publicis, u again fail :)

    viva la y&r

  • restless

    amre, thanks for clarifying,
    i remember the old “KAFA” campaigns which I didn’t like at all and i doubt that they had any impact (I think they were done Y&R).

    In this kind of campaigns I believe that the message should speak loud and clear, so I don’t mind showing the negative or the positive side of the story but in both cases the message should shout to stand out, maybe by using different methods and techniques

    So in the ads above telling me to stop by giving me some ordinary statistics that I can read or hear in the radio every day is not enough.

    Thanks

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Dear MOE FARA…

    I think without knowing it you kind of stuck it to Y&R because Publicis Graphics did not come up with the name KAFA that was Y&R (I think) from the previous campaign when they had the business.

    Also appreciate that this doesn’t turn into a slinging match you have issues with Publicis (whomever you are) good for you, but this blog is about the work in front of you not the agency

    Cheers!

  • http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

    Restless: I think the ads above illustrate clearly three things:

    1. Pedestrian children, the street is no where to play football
    2. Pedestrian, use the pedestrian bridge or the cross walk dont jump over the fence
    3. Drivers: Slow down and give pedestrians the right of way

    Then all three sign off very simply with the statistics that justify why you should use the side walk, not play on the streets, or slow down…that’s it.

    If it were up to me I would call this campaign “BIKFI WALDANEH” because as Jordanians for some strange reason we dont like to stick to the rules and then we cry at the sad stories we hear. It’s that simple.

    I agree there are so many ways of doing it, this is a simple straight forward approach that doesn’t imbed fear, rather it just points out the “WALDANEH” that as pedestrians or drivers we think we can get away with…

    that’s my two cents… :-)

  • restless

    i like the line “BIKFI WALDANEH” ,, works better

  • http://forum.ykfi.net/index.php?s=122496a228bdbd9737b7456664608a5f moe fara

    LOL@RESTLESS

    well, i believe if they are so proud of this campaign they should show it on adsoftheworld… LOL

  • quick comment

    Now you cant get more literal than this. Did you even think about it before you came up with these ideas? These ads could even be a suggestion straight from the client themselves when they were explaining the brief. Wheres the creativity?
    What do we want the ad to say?
    Dont play in the streets, climb over fences and cross the road without looking.
    Ok so lets show all that and have a big Enough slapped on.
    Bingo!

    I tell you what would have worked better if these were ambient ideas. Do a cardboard cutout of a guy climbing a fence and have the message next to it, that would get alot more attention than these quite dull ads.

  • restless

    quick comment, agree 100%, this is what i was talking about when i said different solution than just an ordinary ad or outdoor.

  • eh

    these ad just facts any child knows that. no emotions. the last ad i think the driver enjoying in driving more than in suddenly trouble. the first one the children sokkan abodon and the place in al bag3a. fa sho bennesbeh ? and the second one is too fake. i think everything is fake even the concept i dont know how?

    oh sorry these ads direct its just for stupid people. so great job guys.

  • quick comment

    now i know why the guy above me is called “eh” because i didnt understand a friggin word he sad. EH???

  • http://www.ziadhdn.blogspot.com ziad hamdan

    the only thing i liked is how they played with the KAFA logo, but i don’t see any call for action behind this, i think facts are not enough, and why the car is branded mini on the steering, i think publicis are looking to take mini account :)

  • eh

    u just read the quick comment? u cant understand the long one??? because of that ur nick is quick comment????

    u really funny man. :)

  • Abu Ali

    Not more than informative campaign.
    Not effective at all.

  • Saffah

    Mas khara 100%

  • aram

    besides, this msg looks like its for kids more than the drivers, in the second ad, the boy crossing the street..!!!! and the first one, the kids playing soccer…!!! the out of focus image is in the cars, so i guess its wrong, u have to focus on the drivers in this msg not the kids…
    ziad hamdan: good point for the mini logo, it has to be hidden…

    again its weak and not at all effective…

  • http://forum.ykfi.net/index.php?s=122496a228bdbd9737b7456664608a5f moe fara

    LOL@ALL.COMMENTS.

    SPECIALLY THIS SAFFAH GUY LOL

    so, maskhara could be understood as mass-khara LOL

    YUCK YA SAFFAH … GROW UP… ALSO EVERYONE ELSE HERE GROW UP…

    but i guess like our creative director said: we creatives are kids, WE NEVER GROW UP, THATS WHY WE ARE ALWAYS IN THE CREATIVE DEPARTMENT ROTFL…

  • Saffah

    Ah “our creative director” so moe fara U R a Junior ????

  • moe fara

    well Saffah.. politics is killing me, but I’ll survive like I always do lol

  • Evil Philanthropist

    “Hater restless” and “hater aram”, you know nothing about art direction and photography!
    I like the execution.

  • restless

    Evil Philanthropist, Poor you!

  • aram

    i know who u r anyway, so no comment, and i stand still for what i said as many of who saw this stupid ad…

  • Evil Philanthropist

    I know I am famous !

  • moe fara

    LOL@EVIL – guys we all would make a gr8 agency :)

  • http://moeys.net Moey

    I started my comment with, first ad, typo in arabic… 7awdaath instead of 7awadith.

    It starts like this… I wonder!

  • http://moeys.net Moey

    Amre, the typo is all over the town… I’m wondering who’s to blame here!

  • http://www.ziadhdn.blogspot.com ziad hamdan

    that’s interesting moey

  • Abu Ali

    typo?!!! lah lah lah

    seems they don’t have copywriter ;-)

  • restless

    this is the whole team mistake, not only the copywriter

  • Magnetic

    oops!

  • Evil Philanthropist

    Ya 7aram!
    Haters, you were right, bad execution ;)

  • http://moeys.net Moey

    AMRE, where are thou?

  • http://moeys.net Moey

    No answer?

  • killerswitch

    The only good thing about this stuff is the logo.

    Did you create this or did you inherit it?

  • http://nogtahg.blogspot.com/ Mohamed Mousa

    BAD STUFF
    logo :S BAD TOO
    WHAT ABOUT LOGO IN AD Number 3 :S

  • http://nogtahg.blogspot.com/ Mohamed Mousa

    and “KAFA” for works like this

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