2022 Winners & Shortlists

DESPAIR NO MORE

BrandTENA
Product/ServiceTENA
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryHealthcare
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Placement ZENITH Dubai, UNITED ARAB EMIRATES
PR IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
Production BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
Production 2 ANGHAMI Dubai, UNITED ARAB EMIRATES
Production 3 TUNEFORK STUDIOS & MARC CODSI Beirut, LEBANON
Post Production THE FANTASTIC FILM FACTORY Beirut, LEBANON

Write a short summary of what happens in the film

In Arabic the word menopause means "The Age of Despair". The film that launched the campaign is a music video featuring strong-minded women from the region wanting to erase "Age of Despair" forever from the Arabic Language. In the beginning of the film we see different influential women, burning, tearing, breaking the "Age of Despair", in the second part we see them working on their creations and the third part they reveal their positive alternatives. The end of the film is an invitation for other women to share their own suggestions. The Audio of the film uses traditional Arab sad music "Tarab" but with a modern positive happy twist. With Tarab Star Ghalia, we created a song that slowly turned the negativity of ‘The Age of Despair’ and the cries of the old traditional "Tarab" into a positive call for change.

Cultural / Context information for the jury

In Arab culture the stigma around menopause is more acute than anywhere else. In Arabic it is labelled ‘Senn el Yass’ - “The Age of Despair”. We started with culture and tried to get an understanding of the dynamics at play in our biggest market, Saudi Arabia. What we found excited us; we uncovered that Saudi women were increasingly gaining the ability and courage to be heard. A drive to re-invent themselves in the eyes of societal change was apparent, and if our women could be brave enough to challenge the status-quo, then so could we. Speaking to women in Saudi within the age range of menopause we found that their perception of menopause didn't match the stigma imparted by wider patriarchal society. Menopause in their eyes was actually a time to positively embrace, a time of maturity, calmness and a time when women can become more exploratory and creative.

Credits

Name Company Role
Dani Richa Impact BBDO CEO and Chairman
Azeem Afzal Impact BBDO CEO
Paul Shearer Impact BBDO Chief Creative Officer
Marie Claire Maalouf Impact BBDO Executive Creative Director
Ali Rez Impact BBDO Executive Creative Director
Ali Rez Impact BBDO Chief Creative Officer
Salma Shahin Impact BBDO Account Director
Sarah Berro Impact BBDO Creative Director
Irina Siraeva Impact BBDO Senior Art Director
Haitham Elias Shaheen Impact BBDO Senior Account Executive
Hiram Naman Impact BBDO Regional Head of Production
Ryan Gonsalves Impact BBDO Editor
Dema Almalik Impact BBDO Talent Manager
Mohammed Mahdi Impact BBDO Talent Project Lead
Oscar Ayala Essity Global Marketing & Communication Director TENA
Stamatios Mantzaris Essity Global Brand Communication Manager, Incontinence Care
Yosra El Embaby Essity Senior Brand Manager
Alex Grieve AMV BBDO CCO
Toby Allen AMV BBDO Deputy ECD
Jim Hilson AMV BBDO Deputy ECD
Tom White AMV BBDO Agency Planner
Laura Hazell AMV BBDO Account Manager
Elie Abou Saleh Anghami Vice President
Ghalia Benali AMV BBDO Music Artist
Zeid Hamdan Anghami Music Composer
Georges 'Josh' Rouhana Anghami Project Manager
Chady El Khal Big Kahuna Films Executive Producer
Camilla Cornelsen Big Kahuna Films Director
Neda Zag Big Kahuna Films Editor
Ingrid Sader Big Kahuna Films Editor
Razan Hamdan Big Kahuna Films Post producer
Links
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