Brand | INTERNAL SECURITY FORCES / ABAAD |
Product/Service | ANTI-DOMSETIC-VIOLENCE |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Use of Music |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
ANGHAMI Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the radio or audio execution or campaign.
In our audio ads, we start off by hearing a few seconds from a famous original track. The track evolves to reveal real sounds of domestic abuse, embedded in the layers of the track, creating a similar effect that a child experiences in a violent household.
VO: This was "song title", as heard by "name of kid", "age of Kid".
Don't cover up for violence. Report it. Call the internal security forces on the 1745.
Cultural / Context information for the jury
In Lebanon, domestic arguments are considered a private matter between a husband and a wife. No matter how violent and dangerous they get, people prefer not to interfere in them. They help cover them up, by not reporting them.
Script. Provide the full to radio/audio script in English.
In our ads we hear fragments of verbal abuse between and man and a wife.
- Bad Guy -
Woman: I said get out
Man: I don't want to see you..
Woman: You are insane.. you have no shame..
SFX: Beating.. screaming.. shouting...
Woman: How can you say this about your son?
- Mafia -
Man: I don't care.. neighbors could listen all they want.. these are my kids.. they are mine. I raised them!
SFX: beating.. kicking..woman crying.. Glass breaking
- Sweet But Psycho-
Woman: Lower your voice the kids can hear you
Man: i am not going to lower my voice. I'm gonna raise it.. because you're an idiot. You don't understand.. I tell you not to do something, and you go ahead and do it.
- Howa el Hob -
Woman: Please stop.
Man: We keep fighting about the same things.. the same silly things. Silly like your face.
SFX: Beating, kicking breaking, screaming.
Man: Get out of here. you are of no use to me. Get out!
The voice over in the end of each ad says: This was "Name of the song", as heard by "Name of the kid", "Age of the kid".
Don't cover up for violence. Report it to the internal security forces on the 1745.
Credits
Paul Shearer |
Impact BBDO |
Chief Creative Officer |
Sarah Berro |
Impact BBDO |
Creative Director |
Marie Claire Maalouf |
Impact BBDO |
Creative Director |
Ben Griffiths |
Impact BBDO |
Associate Creative Director |
Noor Hassanein |
Impact BBDO |
Strategic Planning Director |
Ali Rez |
Impact BBDO |
Executive Creative Director |
Melissa Chamoun |
Impact BBDO Beirut |
Copywriter |
Elie Abou Saleh |
Anghami |
Vice President |
Ramy Al Kadhi |
Anghami |
Partner Commercial Manager |
Georges Josh Rouhana |
Anghami |
Sound Designer |
Jad Shwery |
Anghami |
Director, Artist, Head of production |
Joseph Moussallem |
Internal Security Forces of Lebanon |
Client |
View Script