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Creative

Leo Burnett Dubai Creates Harrowing Viral Tragedies from Victim's POV for Du

Internet-posting PSAs #PostWisely, created for the UAE telecoms provider, aims to reignite compassion over the decision to share inappropriate videos online

 Leo Burnett Dubai Creates Harrowing Viral Tragedies from Victim's POV for Du

From cyber bullying to suicides that go viral, human compassion has become increasingly lost to the digital, shareable nature of the modern world.

Opening a smartphone camera has become more instinctual than dialling 911 just for the sake of “Likes.”

That’s why UAE telecommunications provider Du and Leo Burnett Dubai launched the second instalment of #PostWisely that encourages responsible, ethical social media usage.


While last year’s campaign highlighted the real-life consequences of oversharing information online, such as burglary and identity theft, this latest iteration of #PostWisely features four graphic films that place viewers in the perspective of victims from actual viral videos to reignite the public’s compassion. In the first film, “Crash,” viewers experience a gruesome bus crash through the eyes of a victim passenger as he survives the impact, and in the crash’s wake, is found by a bystander who films him instead of seeking help. All four films end by posing the question: “If it was your life, would you share it?”


The other three films will be released through the end of March. The public is encouraged to join the discussion about ethical social media practices by using the hashtag #PostWisely.

“Those who view the videos and photos online are reposting them, forgetting that it is real life they are watching – not entertainment,” said Leo Burnett Dubai Creative Director Rafael Augusto. “While smartphones have opened up the world to each of us in ways never before imagined, they have also inadvertently erected a new wall between us and the real world.”
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Client

Brand: Du

Head of TV / Production: Shereen Mustafa

Creative Agency

Creative Agency: Leo Burnett Dubai

Copywriter: John Smeddle (CD), Shadi Kermasho (arabic)

Executive Creative Director: André Nassar

Chief Creative Officer: Bechara Mouzannar

TV Producer: Elham Abi Rached

Head of Business Management: Haytham Dayeh

Regional Director: Kamal Dimachkie

Head of Art: Bruno Bomediano, Rodrigo Rodrigues

Senior Copywriter: Anton Marais

Account Management: Mahmoud Jaber, Omar Kishk, Hisham El Saadway

Digital Developer: Dió Wenderly (ACD)

Digital Planner: Danielle Jamal

Production Company

Director: Ali Mostafa

Category: Corporate and social , Government

Genre: Apps , Digital , Experiential