Brand | MAX FASHION |
Product/Service | MAX FASHION |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Goods |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Production
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RUSH FILMS Dubai, UNITED ARAB EMIRATES
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Post Production
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NESTED VFX Dubai, UNITED ARAB EMIRATES
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Write a short summary of what happens in the film
The film launching MAX’s ‘Abu Benti’ initiative showcases four Arab men being interviewed. The interviewer starts off with two questions: asking the four men for their name and if they have any children; all of them do. A super is then shown stating that fathers are nicknamed only after their eldest son’s name, proceeded by the men proudly saying their nicknames. The interviewer then asks if their nickname is based on their son’s name. Surprisingly, some of the men don’t have sons, with their nickname being based on their own father’s name. The interviewer then asks what their eldest daughter’s name is. Upon answering the question, the interviewer suggests using a nickname including their daughters’ names and says it out loud to them. They are surprised at first but take joy in hearing the nickname. The film then ends with a few supers encouraging people to join the initiative.
Cultural / Context information for the jury
Giving fathers a ‘kunya’, a nickname given to fathers based on their eldest child’s name, is common in the Arab world. For example, if a man has an only son named Mohammed, then his kunya would be ‘Abu Mohammed’, meaning ‘the father of Mohammed’. The nickname naturally gives them a sense of pride
However, the practice only applies to sons; even if a father’s first-born is a daughter, she will not be given the place of honor in her father’s name. The same also applies if a father has no sons, then he will be given the name of his own father! Long story short, daughters are not included in the kunya.
We decided to go after this age-old discriminatory practice against women
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Jim Robbins |
TBWA\RAAD |
Executive Creative Director |
Alex Pineda |
TBWA\RAAD |
Executive Creative Director |
Bhaskar Bateja |
TBWA\RAAD |
Planning Director |
Mohammad El Tayech |
TBWA\RAAD |
Strategic planning |
Marianne Sargi |
TBWA\RAAD |
Production |
Alia Fakha |
TBWA\RAAD |
Production |
Majdy Alawna |
TBWA\RAAD |
Copywriter |
Laila Alkaf |
TBWA\RAAD |
Copywriter |
Nada Al Alami |
TBWA\RAAD |
Designer |
Hind Remy |
TBWA\RAAD |
Junior Designer |
Ian Carvalho |
TBWA\RAAD |
Brand Leader |
Adnan Kusybi |
TBWA\RAAD |
Account Manager |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Zeina Abuzaid |
TBWA\RAAD |
Motion Design |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Alain Abi Khalil |
Rush |
Executive Producer |
Elie Ballan |
Rush |
Production |
Ahmed Noor |
- |
Film Director |
Elias Trad |
Rush |
DOP |
Yucel Omer |
Rush |
DIT |
Media Max |
Media Max |
Equipment |
Media Max |
Media Max |
Equipment |
Joe Farhat |
Rush |
Sound Engineer |
Hamis Arieda |
Rush |
Production Manager |
Cecile Crolais |
Rush |
Wardrobe Stylist |
Make up your mind - |
Make up your mind |
Hair & Make up Artist |
David Richards |
Rush |
Location Manager |
FStop - |
FStop Location Services |
Unit |
Ultrafast Transport - |
Ultrafast Transport |
Transportation |
Links
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