DO YOU KNOW THIS STORY? DOMESTIC VIOLENCE
Brand | UN WOMEN |
Product/Service | VIOLENCE AGAINST WOMEN IN EGYPT |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Script |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Production Company
|
LUCAN VISUALS Cape Town, SOUTH AFRICA
|
The Campaign
A campaign by UN women addressed the horrific reality of violence against women in a society used to looking the other way. The aim was to face society with its own doing by normalizing assault just like society does to provoke a reaction and call for people to speak up.
The film depicts a fairytale gone bad. As we go deeper in the copy, violence starts to unfold, turning the fairytale into a nightmare. Projections and face mapping served as a mirror to society showing the direct consequence of silence on women.
The VO, representing the voice of society, remains in denial with its magical tone of voice narrating the story and ignoring the reality of violence. The contrast between the audio and video delivers the shocking truth bringing society in confrontation with its own doing and forcing it to stop the cycle of deadly silence by speaking up for once and for all.
Creative Execution
One upon a time there lived a princess.
She promised to love Hassan in health and in sickness
To be wed, her father agreed.
And it was a night to be envied.
One day Hassan returned home tired from work.
His princess, he found busy with housework and childcare
While his meal was left to prepare.
So she hurried along, lest he sleeps in hunger
But all of a sudden he stood up with a temper
He backhanded her
To the floor she screamed
He pulled her hair
And stumped his feet
The words “who do you think you are? Don’t you talk back at me”, were echoing in her children’s ears
In the midst of her tears, he changed his tone
Another one of his promises, with a heart cold as stone:
“I will not repeat this again,” he muttered.
To go back to the fairy tale
A quiet ending had to prevail
And back to a princess she became
And that’s how the story goes
Do you know this story?
Violence against women is a crime punishable by law.
01007525600 – 01205575331 - 01121997477
Speak Up!
Credits
Ahmed Hafez Youness |
FP7/CAI |
Executive Creative Director: |
Marwan Younis |
FP7/CAI |
Creative Director |
Mariam Ibrahim |
FP7/CAI |
Art Director |
Sandra Riad |
FP7/CAI |
Senior Copywriter |
Abdelrahman Abou Zeid |
FP7/CAI |
Senior Copywriter |
Reem Hashem |
FP7/CAI |
Graphic Designer |
Heba Radwan |
FP7/CAI |
Head of Production |
Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
Inas Nagy |
FP7/CAI |
TV Producer |
Ashraf Hosafy |
FP7/CAI |
TV Producer |
Marize Sami |
FP7/CAI |
Group Account Director |
Ola El Adly |
FP7/CAI |
Senior Account Executive |
Moustafa El Dabbagh |
FP7/CAI |
Planning Manager |
Andrew McNally |
Lucan Visuals |
Lucan Director |
Wian Van Bergen |
Lucan Visuals |
Creative Director |
Grant Birch |
Lucan Visuals |
Lucan Offline Editor/Technical Manager |
Werner Uys |
Lucan Visuals |
Lucan Producer (Production/Post- Production) |
Stuart Wilson |
Lucan Visuals |
Lucan Online Editor |
Matthew Dickinson |
Lucan Visuals |
Lucan Composing/Sound Design |