HOW WELL DO YOU KNOW HER?
Brand | CIC SAUDI ARABIA |
Product/Service | VIDEO FOR A SOCIAL CAUSE |
Entrant | MEMAC OGILVY ADVIZE Amman, JORDAN |
Category | Social Video |
Idea Creation
|
MEMAC OGILVY ADVIZE Amman, JORDAN
|
Production
|
DEJAVU Dubai, UNITED ARAB EMIRATES
|
The Campaign
Using reductionist stereotype of Saudi women to our advantage.
Creative Execution
The film was released on a dedicated platform page – SHE Saudi Arabia – which stand for Saudi Heroines Empowering a Nation.
Film was released in 5 languages, to reach the biggest audience possible.
Facebook
513,368 Views
1,000,663 Total Reach
Twitter
1,964,241 Media Views
4,742,851 Impressions
Comments were overwhelmingly positive in the Arab region, and overwhelmingly negative in the west, which went to prove how important and needed the film was, in terms of highlighting how the west perceives veiled Muslim women.
The narrative across international social and traditional media has presented women of Muslim faith and/or Arab origin as oppressed and “needing to be saved.”
This is an awfully generalized and inaccurate representation of many successful and ambitious Muslim and/or Arab women, thus undermining rather than empowering them. This video was a response to this stereotype, showing the world the strong voice of those wrongly perceived as weak and voiceless.
Credits
Mohammad Kamal |
Memac Ogilvy Advize |
Creative Director |
Paul Shearer |
Memac Ogilvy Dubai |
Chief Creative Officer |
Omar Hilal |
Dejavu |
Director |
Manasvi Gosalia |
Dejavu |
Executive Producer |
Crispin Kennedy |
Dejavu |
DOP |
Hattan Al Ghalyini |
CIC |
Head of Digital & Creative |
Hadi Alaeddin |
Memac Ogilvy Advize |
Associate Creative Director |
Links
Video URL