The brilliance of simplicity. And a well told story.

Tunisia was going through elections after decades of dictatorship. People were confused and only 55% expressed intention to vote. Then it was when civil rights association Engagement Citoyen decided to act and stirred public opinion by erecting an iconic billboard of former dictator Ben Ali.

The passersby reacted and tiered downt the poster to reveal the real message literally behind: ‘Beware, dictatorship can return. On October 23rd go out and vote.

The video turned viral and 88% turned up for voting.

By Memac Ogilvy. The video has been recently chosen as one of TED’s Ads Worth Spreading.

Regional Executive Creative Director, Geometry Global Asia Pacific