2022 Winners & Shortlists


Short List
CategorySponsorship & Brand Partnership
Idea Creation LOBSTERS Tunis, TUNISIA
Production LOBSTERS Tunis, TUNISIA
Post Production LOBSTERS Tunis, TUNISIA
Post Production 2 1337 DIGITAL STUDIO Tunis, TUNISIA

Why is this work relevant for PR?

This campaign used Sponsorship to bring a complex, heavy topic (a law fighting violence against women) to mass media and mass programs. We tapped into branding, sports & Social influence to make such a topic appealing for mass programs like talk shows where we could educate women about this law protecting their rights.


The 58-2017 Law, preventing violence against women was promulgated in 2017 as one of the most progressive women rights law in the MENA region, tackling physical and moral violence, including cat calling and gender wage gap. Unfortunately, this law despite lots of efforts, remains largely unknown by the public, resulting in women ignoring their basic rights. The CFC, Tunisia's leading women Volleyball team, as part of their social engagement for women's causes, wanted to help the effort in educating young women about their rights, especially in covid times when the number of gender-based agressions was rising.

Describe the creative idea (20% of vote)

The Club Feminin de Carthage, CFC, had an upcoming Super Cup Final game that would be broadcasted nationwide, a rare event in women’s sports in Tunisia. We wanted to use this opportunity to promote the 58-2017 law in an interesting way. So we made the 58-2017 law our brand new Jersey sponsor, 58-2017.tn

Describe the PR strategy (30% of vote)

A law is a difficult topic to pitch to medias and when they do talk about it, its often in programs that attract a rather small audience. To bring a difficult topic like the 58-2017 law to medias with larger audience, we had 3 axes : Refresh the law and make it more interesting to talk about by creating a logo and website for it and dedicated social media content Hack into a highly viewed event like a Super Cup Final and the sports news reporting on it. transform the law into shareable Social content that could be relayed by major Influencers.

Describe the PR execution (20% of vote)

The day of the game we released the images of the photoshoot with the players and the new jersey to sports medias. We launched the website and introduced it on live TV before the game as our new sponsor, generating curiosity from the public and medias alike. Right after the game, major KOLs started sharing the social content : IG Reels explaining the laws, the Website, the images from photoshoot with players… The following week, and with the exposure sports programs gave us, more generalist programs reached out to feature our captain and talk about the initiative including the number one women radio show and number one tv talk show

List the results (30% of vote)

Instagram Reels & FB posts with the content of law were viewed more than 200.000 times Cumulative audience reached on TV & Radio (Game, News, TV talk shows, Radio shows…) was above 4M people with TV talk show earning us the attention of 1.8M viewers.


Name Company Role
Mehdi Lamloum Lobsters Prod ECD / Copywriter
Amin Khelil Lobsters Prod ACD / Art Director
Aziza Ben amor Lobsters Prod Chief Executive Officer
Yousr Bouden Lobsters Prod Associate Producer
Nour Ouni Lobsters Prod Director & DOP
Amir Jebali Lobsters Prod Post Production
Malek Bouzouita Lobsters Prod Sound Engineer
Skander Sellami Lobsters Prod Photographer
Skander Ben Hamda 1337 Digital Studio Digital Manager
Sarhan Aissi 1337 Digital Studio Technology lead
Hosni Ghariani Ykone Social Influence & PR Lead
Zeineb Bouassida Ykone Social Influence
Amal Jeljeli Ykone Social Influence
Video URL   |   Supporting Webpage