THE SOCIAL DISTANCING PRAYER MAT
Brand | DETTOL |
Product/Service | DETTOL |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Social Behaviour & Cultural Insight |
Idea Creation
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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Media Placement
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ADCOM LEO BURNETT Karachi, PAKISTAN
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PR
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PH SOLUTIONS PK Karachi, PAKISTAN
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Production
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BBDO PAKISTAN Lahore, PAKISTAN
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Production 2
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STP FILM Lahore, PAKISTAN
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Cultural / Context information for the jury
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.
Please tell us about the social behaviour and / or cultural insights that inspired your work
The biggest threat in mosques during a pandemic is the lack of social distancing. Muslims are traditionally advised to pray shoulder-to-shoulder, and prayer mats have always been designed accordingly - creating a praying space of about 70cm wide.
Our insight came from looking at the various touchpoints in the journey of a Muslim praying at a mosque, and realizing that the closest one would be to any kind of message is the prayer mat itself.
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 |