I developed the creative strategy rooted in local behavior and cultural insights/data.

Through its CSR initiative and partnering with Leo Burnett MENA, Oman’s telecommunication company Ooredoo tackled the challenge of raising awareness about the risks associated with a new reckless behaviour – driving and taking selfies. The aim was to steer clear of conventional fear tactics and grim depictions of car crashes, all while maintaining the lively and contemporary essence of the Ooredoo brand.