A Girl’s Dream
Most of the girls in the MENA region face multiple struggles throughout their childhood and live through the consequences till they reach adulthood.
Many believe they’re entitled enough to take away those girls’ dreams, ambitions, and innocence in the name of so-called traditions. One of those toxic traditions is early marriage, which falls under the umbrella of gender-based violence. Such corrupt tradition still runs in many societies despite being lawfully criminalized. The consequences of such crime harm girls physically, emotionally, mentally, and prevent them from pursuing any dreams of her own.
Our work with UNICEF Egypt always highlighted important topics and raised awareness towards them, it resulted from a belief of us and them in the social power of art. So this led UNICEF Sudan to trust us with their latest Early Marriage campaign.
In a one minute video we were able to emphasize the major consequences of early marriage on girls, through an unexpected twist in a conversation between a girl and her mother. Our creative team (Omar A Rashed, Hakeem Kamal, and Sara Adel) didn’t want to go with the traditional PSA storytelling or execution, they decided to add an element of surprise to what looks like a very basic situation at a Sudanese household. They imagined the copy starting with a girl sketching some dresses, a mother cooking their lunch, and a baby laying on the floor. The girl talks passionately about her designs and shows them to her mother with enthusiasm, her mother ignores her and tries to get the cooking done, the girl keeps talking with the same innocent and optimistic energy and her mother loses it, she goes to the baby laying on the floor and gives him to the girl saying “you’re now a responsible mother, take better care of your child instead of this fashion nonsense”, and here the copy leaves us with a hopeless look in the girl’s eyes who has to raise a baby and neglect all her personal needs.
The untraditional creative concept was developed and later approved, which gave us a green light to proceed and bring it to life. Gathering the crew members was an essential step, we wanted to gather people who would bring the accurate Sudanese look and feel. Following the treatment of our creative director Omar A Rashed, the crew members were all beyond capable of delivering the most precise atmosphere of this Sudanese family. The producer Amira Ismail was able to bring the vision to reality through executing everything professionally and artistically with the rest of the crew. The vivid art direction wouldn’t have been executed without the mastermind Sheiwy Farouk, who used color psychology to reflect the drama perfectly. Not only that but she also picked very specific materials to show the exact environment of this social class, she even had her team paint the walls themselves to have the right texture. The wardrobe is an essential part of any artwork, especially when it reflects another culture. That’s why the exquisite Amna El Shandawily was the right choice for such a role. Her choice for every character’s outfit was based on immense knowledge and research; the usage of the right colors and textures gave off the needed representation of the Sudanese culture. The cinematography is integral to deliver the right emotion of any piece of art, that’s why Ahmed Tarek Bayoumi was able to execute the mood masterfully, he sure knows how to use his tools to deliver the message neatly. The picture was so real because of the efforts of our storyboard artist Rahma Adel, who made it easier for everyone to implement the vision.The execution and on-set management wouldn’t have happened so smoothly without the help of the brilliant first assistant director Ahmad Magdy. The day on set was intense yet, it was beneficial for many, as Flink decided to use this day to give back and offered a learning opportunity for multiple trainees to join and watch the set-life for the very first time.
The post production phase was handled fluently by our gifted editor Aly Dahawy who managed to bring all the efforts to their final outcome. The post production department handled the BTS content as well through the excellent work of our editor Shahd Tarek. Lastly, the whole day was documented through the eyes of our go-to talents Omar Selim and Passant Sameh who took care of the BTS photography and videography. Our latest PSA took the social media by storm, thanks to our marketing team (Mohamed Elwy & Farah Elhefny), and that exposure led to a feature on one of the most remarkable advertising platforms “Ads of the World” and a winning title by the Royal Society of Television & Motion Picture Awards. All of that wouldn’t have taken place without the hard work of our project manager Laila Kamal who masterfully overviewed every step of this campaign’s journey from its inception.