2020/2021 Winners & Shortlists

VIOLENCE COVER

BrandINTERNAL SECURITY FORCES / ABAAD
Product/ServiceANTI-DOMSETIC-VIOLENCE
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryUse 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

Name Company Role
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