Brand | SAVE THE CHILDREN |
Product/Service | AWARENESS FILM |
Entrant | MEMAC OGILVY Amman, JORDAN |
Category | Not-for-profit / Charity / Government |
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.
Credits
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