Citymall | When Joy Gets Fatal

4 Shortlists in Dubai Lynx 2024

“When Joy Gets Fatal” (من الفرح ما قتل) was a bold social initiative by CityMall tackling the dangers of reckless “Fardeh” car parades in Jordan. What makes it even more significant: it was the first time Chain Reaction entered a creative award show,
with this campaign shortlisted across four categories…a milestone in itself.

Insight & Tension
In Jordan, Fardeh parades are tied to weddings and graduations, but what begins as joy often spirals into accidents,
blocked roads, and even delayed emergency services. The cultural paradox: how can celebration turn fatal?

Idea
The campaign directly confronted this paradox, contrasting happiness with grief
to make people question the hidden dangers of these traditions.

Execution

• On-ground activations with hidden price-tag messages.

• Influencer Haitham Al-Baroudi staged a Fardeh moment and delivered a hard-hitting wedding speech.

• Real testimony from victim Noha Nahhas.

• Strong media pickup and social media engagement expanded the conversation.

Impact

• 1M+ impressions.

• +20% rise in reports of reckless behavior.

• +40% increase in awareness.

• Sparked a national dialogue, shifting perceptions of Fardeh.