THE SOCIAL DISTANCING PRAYER MAT
Brand | DETTOL |
Product/Service | DETTOL |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Brand-led Education & Awareness |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
ADCOM LEO BURNETT Karachi, PAKISTAN
|
PR
|
PH SOLUTIONS PK Karachi, PAKISTAN
|
Production
|
BBDO PAKISTAN Lahore, PAKISTAN
|
Production 2
|
STP FILM Lahore, PAKISTAN
|
Translation: Provide a full English translation of any text.
"This distance, is a decision for betterment."
(in Urdu, the words "distance" and "decision" are differentiated by only one alphabet. "Faasla" means distance, whereas "faysla" means decision. It is a highly respectful and poetic gesture to write this line in this manner).
Tell the jury about the art direction.
Traditional Islamic prayer mats are about 70cm wide, and used in mosques where Muslims pray close to each other. The prayer mat demarcates a personal space to pray within that would not be intruded upon by others.
To build social distancing amongst mosque-visitors, we widened the prayer mat to 220cm with a message amongst its motif that reminds worshippers to maintain a safe distance.
This was the first time in almost a thousand years that dimensions of the Islamic prayer mat had been altered.
The mat design uses Islamic geometric patterns, which expanded within the space and created room for a calligraphed message: "This distance, is a decision for betterment" serving as a reminder to not only the worshipper on the mat, but as an instruction to the next person. Printed in Islamic green, the material used was sustainable and low-cost, non-tearable paper, which could be easily rolled up.
Credits
Dani Richa |
Impact BBDO |
CEO and Chairman |
Azeem Afzal |
Impact BBDO |
CEO |
Ali Rez |
Impact BBDO |
Executive Creative Director |
Marie Claire Maalouf |
Impact BBDO |
Executive Creative Director |
Sebastian Roland |
Impact BBDO |
Strategy Director |
Murtaza Talib |
Impact BBDO |
Resource & Operations Manager |
Hassaan Aftaab |
Impact BBDO |
Art Director |
Bijoy Purayil |
Impact BBDO |
Art Director |
Osama Siddiq |
Impact BBDO |
Associate Creative Director |
Jithesh Narayanan |
Impact BBDO |
Designer |
Shabir Shahan |
Impact BBDO |
Designer |
Faryal Ali |
Impact BBDO |
Associate Creative Director |
Sebastian Pavone |
Impact BBDO Dubai |
3D artist |
Ali Rez |
Impact BBDO |
Writer |
Sarah Tareen |
STP Film |
Director |
S Izmerai Durrani |
STP Film |
Producer |
Abubakar Khalil |
STP Film |
Editor |
Abdur Rehman |
STP Film |
DOP Lighting Cameraman |
Atiya Zaidi |
BBDO Pakistan |
Managing Director / Executive Creative Director |
Haseeb Akram |
BBDO Pakistan |
Creative Director |
Alize Munir |
BBDO Pakistan |
Head of Social |
Raza Humayun |
BBDO Pakistan |
Creative Manager |
Faseeh Abdullah |
BBDO Pakistan |
Community Manager |
Saad Hussain |
BBDO Pakistan |
Associate Art Director |