2020/2021 Winners & Shortlists

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 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

Today, gender inequality is a universal topic discussed openly in many regions of the world. In morocco the discussion is sometimes avoided and moslty fought against in a very conservative society where women still suffers from old laws in regards to succession rights, abortion, sexuality, employement, financial independance and sexual harrassment. In a society where men are still in charge, any progressive message that lecture men would be pointless if not addressed properly.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

In Morocco cleaning products communications are all inspired by a parallel universe where women are delighted to do home chores and please their perfect husbands. The reality, on the other hand, is radically different :women suffer from a profound injustice regarding home chores : 5 hours a day VS 17 minutes for men. We decided to use that cultural insight, tackle this local anomaly and adress a specific audience never targeted before by the category: men. We decided to create a content where they're the main protagonists, tapping into their beliefs and habits and tackling their social behaviors. The results were beyond our expectations: we succeeded on making the film one of the most viral ever in Morocco but most importantly we raised awareness on the anomalous unbalance every moroccan men perpetuates at home; making many of them like those on the film change they social behavior.