2018 Winners & Shortlists

HOW WELL DO YOU KNOW HER?

BrandCIC SAUDI ARABIA
Product/ServiceVIDEO FOR A SOCIAL CAUSE
EntrantMEMAC OGILVY ADVIZE Amman, JORDAN
CategorySocial 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

Name Company Role
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