2020/2021 Winners & Shortlists

FUNERAL

Short List
BrandSAVE THE CHILDREN
Product/ServiceAWARENESS FILM
EntrantMEMAC OGILVY Amman, JORDAN
CategoryDirection
Idea Creation MEMAC OGILVY Amman, JORDAN
Production WONDERFUL PRODUCTIONS Beirut, LEBANON

Write a short summary of what happens in the film

The scene firstly opens with a group of women, wrapping a white cloth over a loved one. The video then shows closeups of their hands, with fabric wrapped around what we slowly realize is a young girl. However, it’s not just any white fabric. The audience expects that a funeral is taking place, but as the camera pans out, it becomes clear that the young girl is being fitted into her wedding dress. The ending aims to shock viewers by taking something that is so familiar and that is normally linked to death, yet twisting its meaning by transforming the cloth into a wedding dress. The video posted on social media will include a call-to-action tab, whereby users will be re-directed to a micro-site that includes definite numbers and statistics about child marriage as well as Save the Children in order to raise awareness about the topic and the organization.

Cultural / Context information for the jury

What makes this video even more different is the fact that it highlights symbols that refer to Arab culture. The dress is a "kafan" (cloth used by Muslims to wrap bodies of the dead) and is used in this video as a symbol indicating how child marriage affects the bride’s childhood. This also reiterates the idea we are putting forth: encouraging young girls to get married at such a young age only “buries” them alive.

Tell the jury anything relevant about the direction. Do not name the director.

The major challenge was how can we imply that what you're seeing is the process of wrapping a dead body in the white cloth "al kafan." And keep the reveal of the child bride as a shocking moment of truth. The shots were taken in a way that leaves the viewer uneasy and uncomfortable.

Credits

Name Company Role
Ahmad Abu Zainah Memac Ogilvy Jordan Concept
Hadi Alaeddin Memac Ogilvy Jordan Creative Director / Copy
Mohammad Kamal Memac Ogilvy Jordan Creative Director
Bana Shannak Memac Ogilvy Jordan PR Account Manager
Bader Al Khatib Memac Ogilvy Jordan Soundtrack
Paul Sabbagh Wonderful Film Executive Producer
Rytta Mezher Wonderful Films Producer
Amin Dora Wonderful Films Director
Damoun Ghawi Wonderful Films DOP
Rachel Lahoud Wonderful Films Casting Director
Desiree Atallah Wonderful Films Post Production Producer
Cherine Debs Hedghog Editor
Chrystel Elias Lucid Color Grading
Links
Video URL