DO YOU KNOW THIS STORY? SEXUAL HARASSMENT
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 like society does to provoke a reaction and call for people to speak up.
The copy addresses the horrific reality of sexual harassment. 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.
Creative Execution
Once upon a time
There was a princess called Jasmine
Aladdin’s love of life
And soon to be wife
Jasmine takes the bus one day
With wicked men on the way
An array of faces leering
Another on her preying
One with his sinister glare
His eyes stripping her bare
Their words like bruising stares
And hands everywhere
Later that day, when she confided in her family
They blamed it all on her clothes
So to ease the pain, she quietly obeyed
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 |