2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

Behind the beautifully painted walls of our country, lies a tragic story of injustice. The story of Fatima, a mother of three who had both her eyes gouged out by her abusive husband. The letter ع “Ein” means Eye in Arabic, which is also found in the Arabic word “Adalah” عدالة meaning Justice. So if society won’t give justice to Fatima for losing her eyes. We decided to take out the “Eins” (Eyes) of justice ourselves. Inspired by her we created an empowering message that manifested itself through the art of graffiti and the use of augmented reality. By simply directing a phone camera onto the graffiti and/or murals of women with eyes, we were able to change the picture on those phones using augmented reality, by simply shutting the eyes. Once with eyes wide open, now with eyes completely shut just like Fatima lost her vision.

Cultural / Context information for the jury

Only in Jordan, 6 out of 10 women are subdued to physical violence every year. Fatima, a Jordanian mother of three, had to endure an unthinkable tragedy. Her abusive husband, who had been torturing her for years, took his abuse to an unheard level when he literally gouged her eyes out in front of her children. He left her blind and irreversibly damaged. And to make matters worse she can do very little about this due to social and legal injustices.

Explain how the work innovatively used the outdoor medium.

The painted walls of Jordan tell beautiful stories of women across the nation, and in this campaign, we were the first to utilize those walls and the women behind them to reveal the heavy truth of the agony of women who had been victims of abuse. Shots were taken and circulated, gaining the attention of the masses and creating a social conversation. And just like that, the walls came to life. For the first time the walls could take a stand for Jordanian women and reveal the truth hiding behind them.