2013 Winners & Shortlists

The Brief

The Muslim Brotherhood Party had written a draft of the new constitution for the public to vote on. The draft was a fascist document abolishing women's rights. The American University in Cairo organized debates to educate students on the constitution draft, and what it holds for Egyptians. But after 2 tiresome and disappointing years of the revolution, society was apathetic and disinterested in politics. Students would not be interested in attending the debates unless moved by something out of the ordinary. Posters wouldn't suffice, knowing that they would only be allowed on specific bulletin boards, which were cluttered and ignored.

Creative Execution

Political discussions in the media were endless and people got bored with it. It took a simple piece of communication to cut through the clutter. The power of the piece stemmed from the fact that it argued for equality using the words of Muhammad, against a political party that devises it's authority from islamic texts. AUC students - mostly rich and aloof - were stirred when reminded that the future of Egypt is at stake, and that they had to learn their constitutional rights, and fight for them. It also remindied them of the peaceful message of Islam, not the extremist version upheld today.

Describe the creative solution to the brief/objective.

Prophet Muhammad said “All humans are equal like the teeth of a comb”. These simple words were the inspiration for this invitation, as it asked "So why does the new constitution treat women as lesser beings in the name of religion?" Situated in the heart of the AUC campus, and standing near 2 meters high and 7 meters long, the comb shown the oppressive and diminishing future of women if the new constitution were to pass. It asked students to attend the debates, and learn about their constitutional rights the in event organized by the journalism department.

Results

Attendance to the debates was Huge. ( http://www.youtube.com/watch?v=Jgv-GpV3Yks) students packed the halls of the debates, and pictures of the comb became popular in social media. The comb, and the debates, were covered in television stations, both local and satellite.