Brand | FIFTY FIFTY LEBANON |
Product/Service | WOMEN'S EQUAL PAY INITIATIVE |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
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BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
|
Cultural / Context information for the jury
In Arabic, natural gaps between two words or two letters affect the way they are read and understood. And sometimes, closing the gap between the words reveals a new word with an entirely different meaning.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
The campaign was inspired by two things:
Firstly, by the 21% average pay gap that remains to be filled in Lebanon, contributing to its poor ranking at 145 out of 152 countries in the Global gender gap report 2020.
And secondly, by the shift in behavior that we witnessed in the Lebanese women who led the latest revolution in Lebanon. After we’ve seen them dominate the street, as outspoken as ever and as far as ever from the “polite lady” narrative society has perpetuated for years; protesting against the ruling elites in Lebanon and the patriarchal systems in place, with voices, demands and honor, it was a high time for them, and the right time for 50/50 to ask them to rise even further above societal barriers and fight for their legal right to economic security and financial stability.
Credits
Dani Richa |
Impact BBDO |
CEO |
Paul Shearer |
Impact BBDO |
Chief Creative Officer |
Marie Claire Maalouf |
Impact BBDO |
Creative Director |
Sarah Berro |
Impact BBDO |
Creative Director |
Bijoy Purayil |
Impact BBDO |
Art Director |
Noor Hassanein |
Impact BBDO |
Strategic Planning Director |
Emma Jane Randall |
Impact BBDO |
Account Executive |
Ali Rez |
Impact BBDO |
Executive Creative Director |
Ahmed Nawara |
Impact BBDO |
Designer |
Rima Hussein |
Impact Plus |
Account Manager |
Ann Geleen Amparado |
Impact BBDO |
Producer |
James Keith Elgie |
Impact BBDO |
Motion And Image Making Lead |
Tennyson Torcato |
Impact BBDO |
Creative Services Director |
Nabil al Mawla |
Freelance |
Typography artist |
Rawad Keyrouz |
Impact BBDO Beirut |
Producer |
Charly Hatem |
Freelance |
Videographer |
Nidal Bou Ghanem |
Impact BBDO Beirut |
Motion Designer |
Ramy Tannous |
Impact BBDO |
Head of Multimedia |
Lilas Sinno |
Impact BBDO |
Account Director |
Joelle Abou Farhat Rizkallah |
Fiftyfifty Lebanon |
Co-Founder – President |
Razan Hamdan |
Big Kahuna |
Producer |
Stephanie Nassar |
Big Kahuna |
Editor |