Murr Television: Ensa Joura

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Campaign details

Brand: Murr Television Brand owner: Murr Television Lead agency: TBWA\RAAD Country: Lebanon Industries:  TV channels, services, programmes Media channels:Mobile & apps, Other & ambient media, Public relations, Radio, Social media, No budget

MTV stands for 'Voice Of Freedom'. Through its reach and liberty of expression, it drives reform, serves society's well-being and defends the public interest. One such instance was disclosing government abuses and corruption so boldly that it was forced to close between 2002 and 2009. In order to create awareness and nationwide buzz about the initiative, MTV launched a new campaign using the three most influential media in Lebanon: TV, radio, and social media (figure 3). The TVC, once again controversial and sarcastic, was built on a particular Lebanese insight: roads in Lebanon see a little work done right before municipality elections. The film starts with a man stopping his car next to MTV's 'Ensa Joura' truck and smartly asking 'so, it seems the municipality elections are getting closer?', the truck driver then candidly says they are not and informs him about MTV's 'Ensa Joura' initiative. He then demonstrates the efficacy of the truck by covering a pothole in the blink of an eye, and the film ends with the man shouting on his phone a slang 'Maurice, Ensa Joura!' or 'Maurice, forget the potholes' in Arabic.

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