Back to Centrale
The brief
UNDP and Dawaer Foundation needed a memorable way to interrupt the reflex to repeat an alarming rumour. Back to Centrale was one film in the Count Till Ten campaign, built around the simple instruction to pause and verify before sharing news.
Production approach
Fine Line produced the spot in Lebanon as a compact piece of satire. A man hears that modern phone lines will disappear, sells his apartment and waits through changing weather outside an abandoned telephone exchange. The escalating commitment makes the cost of trusting an unchecked claim visible without turning the film into a lecture.
Outcome
The closing instruction, count to ten before sharing, connects the joke to a clear action. Across the wider campaign, the work reached 11.2 million people and recorded 896,000 engagements, more than doubling its five-million reach target.
Client: UNDP and Dawaer Foundation · Production: Fine Line Production · Lebanon, 2022
