TRADITIONAL VIRGINITY TEST
Brand | M.A.L.I |
Product/Service | WOMEN VIRGINITY TEST KIT |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Packaging Design |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Cultural / Context information for the jury
Across the Arab world lies a deeply ingrained and humiliating belief that a woman must keep her virginity intact until her wedding night, at which time she must demonstrate her virginity either via a degrading medical test, but most often via a bloodstain on the matrimonial bedsheets. Thus she can establish her purity to her newly wed husband and his family. If a bride does not bleed on her wedding night, she brings dishonor to herself and her family, and this will lead to what many perceive as justified retribution in the form of rape, abuse, suicide and even honor killings.
Regardless of her innate value as a human being or her accomplishments, a woman’s worth is tied to her hymen.
Our Virginity Testing Kit was designed to break the silence surrounding this taboo custom, and ultimately bring an end to this dangerous and derogatory practice.
Tell the jury about the art direction.
We created a completely new visual language for it, playing around the concept of "defloration".
Supers: Meaning plucking of flowers and also taking of a woman's "virginity".
To do this, we used endemic flowers from the countries where virginity tests are most common:
Supers: Rose, national flower of Morocco
Syrian Wildflower, Syria
Arabian Jasmine, Tunisia
Desert Rose, Oman
Royal Jasmine, Saudi Arabia
Egyptian acacia, Egypt
This visual language was then turned into posters, social content, a 36-pages hardcover book, and applied on the bedsheets and the kit packaging itself (white bedsheets, packaged and sold online as traditional virginity tests. We launched the campaign on Valentine’s Day with a social film).
Credits
Walid Kanaan |
TBWA\RAAD |
CCO |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Joe Lahham |
TBWA\RAAD |
General Manager/MD |
Bruno Bomediano |
TBWA\RAAD |
ECD |
Alex Pineda |
TBWA\RAAD |
Copywriter / Creative Director |
Osama Siddiq |
TBWA\RAAD |
Art Director |
Juliana Arboleda |
TBWA\RAAD |
Designer |
Laila Alkaf |
TBWA\RAAD |
Editor |
Zeina Abuzaid |
TBWA\RAAD |
Motion Graphic Designer |
Jose-Paolo Rayco |
TBWA\RAAD |
Digital Content Creator |
Zeina Safa |
TBWA\RAAD |
Arabic Copywriter |
Pia Haddad |
TBWA\RAAD |
French Copywriter |
Majdy Alawana |
TBWA\RAAD |
Arabic Copywriter |
Rijin Kunnath |
TBWA\RAAD |
Designer |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Jessica Handley |
TBWA\RAAD |
Strategy |
Brenda Kassir |
TBWA\RAAD |
Strategy |
Links
Website URL