Veils of Pride - Fatima|短视频|广告营销案例【ADGuider广告指南】

骄傲的面纱-法蒂玛

案例简介：活动描述为了与我们的观众联系，我们采访了 8 名阿拉伯女性，并使用阿拉伯书法重新塑造了她们的肖像。每一幅肖像都展示了他们的野心，将女性气质的文化象征转化为每个人都能看到的潜力和骄傲的长袍。执行古老的阿拉伯书法艺术被用作设计工具，为每一件面纱提供了强大的声音。我们与艺术家和书法家马赫 · 霍恩合作，采访了 8 名成功的阿拉伯女性，并尝试了改变她们最有力的格言的最佳方法。从佩戴面纱的风格到阿拉伯书法的流畅，每一件面纱都成为他们最深的野心和声音的独特写照。使用阿拉伯艺术形式的传统工具，如木制手工笔和纸，每一笔都是手工绘制的，以在每个面纱上添加字符。最初的艺术品随后被缩放，以制作一系列平面广告和更大的屏幕印刷海报供展示。结果该运动在印刷和网上被该地区的妇女看到。将 Tathqeef 的网络搜索和网站访问量增加 13%。战略从阿联酋妇女节的发布会开始，一系列海报首次在画廊展出，供人们观看。接下来，肖像出现在报纸和杂志上，以吸引更广泛的观众。随后在当地大学校园张贴海报，以女学生为目标。肖像的图像也通过他们的社交媒体页面在网上传播。概要随着越来越多的阿拉伯妇女希望加入劳动大军，将她们局限于 “家庭主妇” 角色的文化期望即使在今天仍让许多人望而却步。这种社会压力加上他们面临的来自世界各地的偏见，进一步在他们的脑海中播下怀疑的种子。Tathqeef 是该地区一个由阿拉伯妇女管理的持续教育组织，希望与其他妇女接触，鼓励她们追求梦想。

骄傲的面纱-法蒂玛

案例简介：CampaignDescription 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. Execution The age-old art of Arabic calligraphy was used as the design device, lending a powerful voice to every veil. Working with artist and calligrapher Maher Housn, we interviewed 8 successful Arab women and experimented the best ways to transform their most powerful quotes. From the style of wearing their veil to the fluidity of the Arabic calligraphy, every veil became a unique portrait of their deepest ambitions and voice. Using traditional tools of the Arabic art form, like wooden hand-made pens and paper, every stroke was hand-drawn to add character to each veil. The original artwork was then scaled to create a series of print ads and larger screen-printed posters for display. Outcome The campaign was seen by women across the region in print and online. Increasing web searches and site visits for Tathqeef by 13%. Strategy Starting with a launch event on Emirati Women’s Day, the series of posters was first displayed at a gallery for people to see. Next, the portraits appeared in newspapers and magazines to reach a wider audience. This was followed by posters placed in local university campuses in order to target female students. Images of the portraits were also circulated online via their social media pages. Synopsis 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, that is run by Arab women, wanted to reach out to other women to encourage them to follow their dreams.