Veils Of Pride [case video] by Grey Dubai for Tathqeef

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Veils Of Pride [case video]

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Industry Hospitals, Healthcare facilities & Medical Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market United Arab Emirates
Agency Grey Dubai
Chief Creative Officer Mike Shackle
Associate Creative Director Omaima Saad
Executive Creative Director Vidya Manmohan
Art Director Khaled Ibrahim
Copywriter Athina Afton Lalljee
Released October 2016

Awards

Cannes Lions 2017
Print And Publishing Print & Publishing Craft: Typography Bronze Lion Campaign

Credits & Description

Title: Fatima
Agency: Grey Dubai
Brand: Tathqeef
Country: United Arab Emirates
Entrant Company: Grey Dubai
Advertising Agency: Grey Dubai
Chief Creative Officer: Mike Shackle (Grey Dubai)
Executive Creative Director: Vidya Manmohan (Grey Dubai)
Associate Creative Director: Omaima Saad (Grey Dubai)
Art Director: Khaled Ibrahim (Grey Dubai)
Copywriter: Athina Afton Lalljee (Grey Dubai)
Regional Account Director: Dzila Dik (Grey Dubai)
Artist: Maher A Housn (Mozaiic Art Gallery)
Digital Planning Director: Ayla De Moraes (Grey Dubai)
Ceo: Ayesha Al Dhaheri (Tathqeef)
Production Manager: Sujith Krishnan (Grey Dubai)
Executive Producer/Sound Engineer: Joe Najm (Mango Jam Dubai)
Executive Producer/Sound Engineer: Wilbur Dcosta (Mango Jam Dubai)
Editor: Sanil Chandran (Rgb Productions)
Managing Director: Samer Asfour (Filmworks Group)
Translation:
"Nothing can stop women from succeeding."Fatima Al KaabiYoungest Arab Innovator
Entry Summary:
As more and more Arab women look to join the workforce, cultural expectations that confine them to the role of ‘homemaker’ still hold many back even today. This social pressure combined with the prejudice they face from around the world, further seeds doubt in their minds. Tathqeef, an established organization for continuing education in the region, wanted to reach out to women to encourage them to follow their dreams.To connect with our audience, we interviewed 8 established Arab women and recreated their portraits using Arabic calligraphy. Each portrait unveiled their ambitions, transforming a cultural symbol of femininity into a robe of potential and pride for everyone to see.