Hani Douaji, an award-winning Creative Director

RSA | High Beam Blindness Campaign

Print, Outdoor, Digital
2019

Background: In the UAE, besides speed, there’s another road threat, lack of empathy - not thinking about others. Problem: We show this lack of empathy when we use high beams without thinking about how it could affect other drivers. Although the misuse of high beams isn’t particularly illegal in the UAE, it is a common issue faced by motorists. Solution: RSA as an insurance company has the responsibility to keep everyone safe on the road; therefore RSA can launch a campaign that depicts the direct correlation between the misuse of high beams and the affect it has on the vision of other commuters. My role: Art direction form A to Z.

Print

Print1: Car

Print2: Truck

Print3: Motorbike.

YouTube bumper

We have create 6 sec Youtube bumpers.
The video is a car on the road and the high beam of the oncoming traffic
gets progressively brighter until it blinds the entire screen.

Facebook Post

We have created an illusion post for Facebook where
as the high beams get brighter the caption, the like, comment
and share button as well as a comment will be blinded.
InstaGram Multi-Post
Car sticker

We have distributed car stickers that will illuminate a message when it is only hit by a high beam.
The message "You Are Blinding Me" is simple and to the point like the ones we are used to seeing on the road,
like “baby on board”, “keep distance”, etc.
© Hani Douaji
www.hanidouaji.com
hanidouaji@gmail.com

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