Brand | TENA |
Product/Service | TENA |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Healthcare |
Idea Creation
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Media Placement
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ZENITH Dubai, UNITED ARAB EMIRATES
|
PR
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IMPACT PORTER NOVELLI Dubai, UNITED ARAB EMIRATES
|
Production
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BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES
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Production 2
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ANGHAMI Dubai, UNITED ARAB EMIRATES
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Production 3
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TUNEFORK STUDIOS & MARC CODSI Beirut, LEBANON
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Post Production
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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
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
Links
Video URL
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Video URL