THE COMB by OMAR HILAL Cairo for AMERICAN UNIVERSITY IN CAIRO

THE COMB

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Industry Colleges, Universities & Education Centers
Media Design & Branding, Case study
Market United Arab Emirates
Agency OMAR HILAL Cairo
Released February 2013

Awards

Dubai Lynx 2013
Design ENVIRONMENTAL DESIGN GOLD

Credits & Description

Client AMERICAN UNIVERSITY IN CAIRO
Product JRMC CONSTITUTION DEBATES
Entrant OMAR HILAL Cairo, EGYPT
Type of Entry: Design
Category: ENVIRONMENTAL DESIGN
Title: THE COMB
Product/Service: JRMC CONSTITUTION DEBATES
Entrant Company : OMAR HILAL Cairo, EGYPT
Advertising Agency : OMAR HILAL Cairo, EGYPT
Name Company Position
Mervat Abu Ouf Auc Head Of Jrmc Dept./Project Manager
Omar Hilal Omar Hilal Adjunct Faculty/Creative Director/Designer/Copywriter
Sara Elkhalili Auc Adjunct Faculty Project Supervisor
Nihal Elgammal Auc Assistant To The Head Of Dept/Project Coordinator
Ahmed Orabi Executional Designer
Ayman Nassar Art Director
Ahmed Hafez Younis Logo Designer
Nihal Gabr Additional Design
Brief Explanation:
Egyptians felt apathetic about the revolution after 2 tiresome years. Media flooded society with political talk and debates, and everyone - particularly young students - were saturated and no longer interested. In addition, university regulations forbid posting any posters on campus apart from few designated bulletin boards, which became cluttered and ignored. AUC is the leading University in Egypt, and its students are opinion leaders. The university could not afford their apathy on such an important vote. The journalism and mass communication college felt obliged to get as many students as possible to learn about their constitutional rights, and get them back in the conversation.
Describe the brief from the client:
The American University in Cairo organized debates to educate students on the constitution draft, and what it holds for Egyptians. The Muslim Brotherhood Party had written the draft of the new constitution for the public to vote on. The draft was a fascist document, causing an uproar in society for its shameless abolishment of women's rights. the Journalism and Mass Communication Department needed to announce the debates to the AUC society.
Description of how you arrived at the final design:
Prophet Muhammad said “All humans are equal like the teeth of a comb”. These simple words were the inspiration for this invitation to the debates. Standing near 2 meters high, and 7 meters long, the comb called shown the oppressive and diminishing future of women if the new constitution were to pass, and a reminder that Islam is a religion of equality, not the extremist version that rules today.
Indication of how successful the outcome was in the market:
Attendance to the debates was huge. Students packed the auditoriums, and pictures of the comb became popular in social media. The comb, and the debates, were covered in television stations, both local and satellite.