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 radio or audio execution or campaign.

In Arabic the word menopause means "The Age of Despair". The song that launched the campaign, wanted to erase "Age of Despair" forever from the Arabic Language. In the beginning, we hear whispered words that are associated with "Age of Despair". The Audio of the film uses traditional Arab sad music "Tarab" but with a modern positive happy twist. "Nehna fein wel Ya'es Fein" that translates to "where are we and where is despair" repeated in the chorus, is a wink to one of the most famous Tarab tracks but with a tweak that added despair to it. With Tarab Star Ghalia and in collaboration with Num 1 Music Platform Anghami, we created an track that turned the cries of ‘The Age of Despair’ to a positive call for change, ending with positive alternatives to name that age being called out confidently that truly represent what this age is about.

Cultural / Context information for the jury

We knew from our qualitative research in Saudi Arabia that the region is seeing change when it comes to definitions of womanhood. The Saudi woman has become more independent, liberated and vocal. But the archaic social framing of the menopause lagged far behind their progressive worldview. To understand them better, we conducted in depth and personal interviews with menopausal women. We also conducted a survey with YouGov, finding that 81% of women felt that the phrase “Age of Despair” needed to be changed. In the first few weeks of the campaign, radicals attacked the campaign, claiming that “Age of Despair” is a correct description of life after menopause. But we stood our ground. By standing firm to our belief that the Saudi woman deserves to define her own post-menopausal life, we ultimately saw almost 100% positive sentiment across earned channels.

Script. Provide the full to radio/audio script in English.

Age of despair Prison of heat Sweat Worries Leaks Regret Aches and pain Age of despair No More! Chorus: Where are we and where is despair? Where are we and where is despair? Age of Despair. No More! Age of Despair is not on my mind. Age of Despair. No More! Age of Despair is not on my mind. I lived in love and in my age Love fills my heart I lived in laughter and in my age Laughter fills my cries AHHHHHHHHHHHHH Chorus: Where are we and where is despair? Where are we and where is despair? Age of reflection Age of courage Age of wisdom Age of creativity Age of movement Age of inspiration Age of feminity Age of renewal Age of pleasure Age of beauty Age of me

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

View Script
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