Brand | KAFA (ENOUGH) VIOLENCE & EXPLOITATION |
Product/Service | KAFA (ENOUGH) VIOLENCE & EXPLOITATION |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Ambient Media: Large Scale |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
The Brief
In Lebanon there’s never been a law protecting women against abuse, and more women are being killed by husbands each year. In a male-dominated society that expects women to be submissive, there’s a cultural tendency not to report abuse or interfere in other’s affairs. We needed more women to speak up to get a law passed.
Creative Execution
KAFA is an organisation in Lebanon that has been advocating for women’s rights for many years. But theirs is an uphill battle in a male-dominated society that expects women to be submissive. There’s also a cultural tendency not to report abuse or interfere in other’s affairs that has prevented any effective laws being passed. KAFA had made strong headway in their push for a new law, but they needed a final push to get it passed. This social experiment got people talking and generated so much publicity it helped KAFA finally get the law passed.
Describe the creative solution to the brief/objective.
We conducted a social experiment with a women’s only taxi service, replacing the GPS system with a remote one we connected to the taxi’s radio. The abusive human GPS directed the driver from another vehicle, giving our surprised captive audience an experience that made it impossible to stay silent. We shared a film of the experiment online and through social media.
Results
The campaign generated so much attention globally, it was the final push we needed to get the law passed and the first man jailed for brutally assaulting his wife, driving change in the way Lebanon treats women.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Sally Tambourgi |
Ogilvyone |
Creative Director |
Nadine Hallak |
Ogilvyone |
Art Director |
Dylan Kidson |
Memac Ogilvy |
Associate Creative Director |
Maya El Kai |
Memac Ogilvy |
Arabic Copywriter |
Carina Aoun |
Ogilvyone |
Senior Account Executive |
Sophie Wordley |
Ogilvy PR |
Account Executive |
Emile Slailaty |
|
Director |
Souheil Zahreddine |
|
Editor |
Amin Soltani/Carmel Missilmany |
Memac Ogilvy |
Agency Producer |