2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

A series of men are facing a poster showing a 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 description but all of them share empathy towards these hands & people they dont even know. Then we show them the persons behind these 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

Many videos goes easily viral in Morocco : scandals, political dissidents contents, erotic content, you name it. On the other hand branded content is not shared, not commented and never engage any conversation. MIO is a progressive local homecare brand committed to raise awareness towards gender inequality and the profound unbalance Moroccan women suffers from regarding home chores. We decided that the best way to do that wasn't by airing an Ad on TV but by making an online content so striking and so emotionally powerful that people will want to share it with their loved ones. We created the first ever social experience endorsed by a brand in Morocco wich became the most shared branded video ever in the country. During Ramadan 2019 the video was shared more than 40.000 times on Facebook and MIO was the trending topic during the holy month in Morocco.