Terre Des Femmes Print, Outdoor Open Your Eyes - Binta by Grey Dusseldorf

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Open Your Eyes - Binta

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Industry Against violence, Human Rights
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Grey Dusseldorf
Chief Creative Officer Fabian Kirner
Executive Creative Director Martin Venn, Alexandros Antoniadis
Art Director Sandra Herich
Photographer Hajo Müller
Production Nubornpictures
Director Kevin Krefta
Released January 2017


One Show 2018
Design Craft / Photography - Single or Series Gold
Health, Wellness & Pharma Print & Outdoor / Print - Campaign Gold

Credits & Description

Title: Open Your Eyes - Binta
Agency: Grey Germany
Client: Terre Des Femmes - Menschenrechte Für Die Frau E. V.
Brand: Terre Des Femmes
Country: Germany
Entrant Company: Grey Germany, Düsseldorf
Advertising Agency: Grey Germany, Düsseldorf
Media Agency: Grey Media Germany, Düsseldorf
Production Company: Nuborn Pictures, Berlin
Additional Company: Music Making People, Duesseldorf / Kinetic Worldwide, Düsseldorf
Chief Creative Officer: Fabian Kirner (Grey Duesseldorf)
Executive Creative Director: Alexandros Antoniadis (Grey Duesseldorf)
Executive Creative Director: Martin Venn (Grey Duesseldorf)
Creative Supervisor Copy: Thomas Kuhn (Grey Duesseldorf)
Creative Supervisor Art: Markus Werner (Grey Duesseldorf)
Photographer: Hajo Müller (Grey Duesseldorf)
Art Director: Sandra Herich (Grey Duesseldorf)
New Business: Sonja Ruschke (Grey Duesseldorf)
Chief Marketing Officer: Michael Rewald (Grey Duesseldorf)
Senior Art Director Digital: Alper Yazar (Grey Duesseldorf)
Concepter Digital: Christoph Korfhage (Grey Duesseldorf)
Director Of Production: Peter Engel (Grey Duesseldorf)
Director, Dop, Editor: Kevin Krefta (Nubornpictures)
Sound Designer: Adam Piastowski (Musicmaking People)
The Campaign
Too many people ignore the fact that FGM is still happening, and that the number of victims worldwide is rising. So we wanted to create a visually strong idea, asking people to open their eyes to this cause. But most of us are tired of being confronted with shocking pictures, such as suffering children. Not to mention, the affected women don’t want to be portrayed as victims any longer. So we had to find a stronger solution. The idea:
We took close-up photos of the squinted eyes of women affected by FGM. By tilting the picture by 90 degrees, the squinted eye with intermeshed eyelashes looks like a cut female genital. Thus, the viewer needs to take a second look to realize what they are looking at. The key visual was also used in films and gifs, where the eyes opened after a few seconds for a clear resolution.
Creative Execution
A strong key visual – closed eyes, tilted by 90 degrees – that look like a mutilated vagina. Combined with the message “Open Your Eyes” it powered a strong movement to fight FGM.
The campaign was published in print, as posters and in social media.
The key visual was present in all chosen design elements – print ads, posters, microsite, Facebook and Instagram posts.
During the design development we realized, that not every eye was suitable to get that striking visual effect. So we had to shoot many affected women to find the perfect range of motives.
A4 and Citylight
Indication of how successful the outcome was in the market
Value added to brand:
Instead of using stereotypical shocking pictures, we found a new creative way to draw attention to this terrible abuse of human rights. The brand benefited from this by getting a large number of new supporters and donators.
Value for consumer:
The good feeling to be part of a good cause and to warn children of the future of FGM.
Reach/cultural impact:
Due to the stream of refugees to Europe, Germany alone has 50’000 women and girls are threatened, FGM became more and more a real problem in the western world. This is where the campaign begins.
Achievement against brief:
The surprising key visual of the tilted Eye impressed people and media in various ways – it went so far that some media didn’t allow to publish the campaign.
Other KPIs:
TERRES DES FEMMES is a non-profit women's rights organization.
They strive for international networking with other women's rights organizations, support women in consulting, and supports projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against FGM and helps threatened women and girls with advice, and show supporters how to help.
The key visual – a closed woman’s eye, tilted by 90 degrees – was created by actual victims as well as the wider online community, who produced and posted their own selfie eye-visuals. Emotional interview videos shared the story of the threatened women.
Men and women of all ages, who are willing to donate money and to show support by positing the images.
We developed visuals that created awareness through their surprising looks. The two images in one idea, brought the message across in a powerful way.