2020/2021 Winners & Shortlists

THE HANDS I'VE NEVER SEEN

Short List
BrandMIO
Product/ServiceMIO DETERGENTS
EntrantRAPP MOROC Casablanca, MOROCCO
CategoryFast Moving Consumer Goods
Idea Creation RAPP MOROC Casablanca, MOROCCO
Idea Creation 2 RAPP MOROC Casablanca, MOROCCO
Idea Creation 3 RAPP MOROC Casablanca, MOROCCO
Idea Creation 4 RAPP MOROC Casablanca, MOROCCO
Media Placement RAPP MOROC Casablanca, MOROCCO
Production VIDEORAMA Casablanca, MOROCCO
Production 2 VIDEORAMA Casablanca, MOROCCO

Write a short summary of what happens in the film

A series of men are facing posters showing pair of hands.They all notice the damage engraved in them, some believe these are old man hands, a plumber, a construction worker, each one of them have a different description but all of them share empathy towards these hands & people they dont even know. Then we show them the persons behind those hands. 1st moment of shock: these hands belong to their wife, sister, mother, they are speechless. 2nd moment of shock, their wives, sisters, mothers enter the room and face them. The men are disoriented & surprised, some of them cry and hug their loved ones. They testify in front of their loved ones that they never imagined how these hands suffered and how come they never noticed the price these women pay. Will this experience change their way of behaving at home ? Hell yeah !

Cultural / Context information for the jury

One data : moroccan women spends 5 hours a day doing home chores VS only 17 minutes for men. In Ramadan(period where the campaign was aired) this figure is multiplied by 2 for women and cut in half for men. Gender inequality is a universal topic but in the region things are obviously more difficult for women. In Morocco this subject is sometimes taboo and mostly fought against by conservatives and even the government. A man rarely helps his partner in life regarding home chores in a conservative society when it is considerate disrespectful for a man to give a hand at home. A man is supposed to behave like” a man” never showing to his wife or sister his feelings or insecurities. This is exactly what we did in this video : tackling cultural taboos to address a profound unbalance between man and woman in moroccan homes.

Credits

Name Company Role
IMANE Aouad RAPP DDB MOROCCO Creative director