JRMC/GAPP Outdoor The Comb by OMAR HILAL Cairo, Omar Hilal Productions / Block 8

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The Comb

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Industry Education
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Egypt
Agency OMAR HILAL Cairo
Agency Omar Hilal Productions / Block 8
Creative Director Omar Hilal
Copywriter Omar Hilal
Designer Omar Hilal
Released June 2013

Credits & Description

Advertiser: JRMC / GAPP, AMERICAN UNIVERSITY IN CAIRO
Agency: OMAR HILAL
Category: Ambient Media: large scale
Advertising campaign: THE COMB
Additional Design: Nihal Gabr
JRMC Department Chair/Project Manager: Professor Mervat Abu Oaf (JRMC / GAPP / AUC)
Logo Designer: Ahmed Hafez Younis
Executional Designer: Ahmed Orabi
Adjunct Faculty/Project Supervisor: Sara Elkhalily (JRMC / GAPP / AUC)
Adjunct Faculty/Creative Director/Designer/Copywriter: Omar Hilal (Omar Hilal)

Execution
Busy students needed something stimulating to alert them to the debates, both physically, and mentally. Using a religious verse to argue against a religious regime proved a simple yet powerful tool. The Comb stood as a warning for these future opinion leaders not stray from the course of advancing their nation, and learn about their rights, before they diminish.

Outcome
Attendance at the debates was huge. ( http://www.youtube.com/watch?v=Jgv-GpV3Yks) Students packed the halls of the debates, and pictures of the comb became popular in social media. The comb, and the debates, were covered in television stations, both local and satellite.

Client Brief Or Objective
November 2012. A draft of the new constitution was written for Egyptians to vote on. The draft was a very controversial document denying women most of their rights, written by an Islamist-dominated committee. The Journalism and Mass Communication Department at the American University in Cairo organized debates to educate students on the constitution draft, and what it holds for Egyptians. But after 2 tiresome and disappointing years of the revolution, society was apathetic and disinterested in politics. Students would not be interested in attending the debates unless moved by something out of the ordinary. Posters wouldn't suffice, knowing that they would only be allowed on specific bulletin boards, which were cluttered and ignored.

Implementation
Prophet Muhammad said 'All humans are equal like the teeth of a comb'. These simple words were the inspiration for this invitation, as it asked 'So why does the new constitution treat women as lesser beings in the name of religion?' Situated in the heart of the AUC campus, and standing near 2 meters high and 7 meters long, the comb showed the oppressive and diminishing future of women if the new constitution were to pass. It asked students to attend the debates, and learn about their constitutional rights the in event organized by the journalism department.