The battle between Digital Marketing or Traditional Marketing getting tough because Digital advertising put traditional and offline ads under threat as audience attention moves wholesale to smartphones and tablets where you can engage and interact with your audience.
FP7/Cairo managed to create a brilliant approach to use simple yet creative method to design a billboards on 6th of October bridge that can tell a story against women violence that can change the message from day to night.
According to FP7/Cairo//
In the morning: the ad seems plain and simple, only featuring a portrait of a girl and a simple message “once upon a time, a princess fell in love with a prince. Do you know this story?”. A story we’re all familiar with.
At night: the billboard lights up revealing bruises and scars that were printed on the back of the ad and are only visible when back-lit, turning the girl into a violence victim. The rest of the message also appears “once upon a time, a princess fell in love with a prince. Do you know this story? Violence against women is a crime punishable by law. Speak Up”
“This ad is a manifestation of real life. Just like the ad will keep lighting on and off everyday, the cycle of violence never ends if people choose to remain silent.” Said Marwan Younis, Associate Creative Director, FP7/CAI.
Stay tuned for the TV & Radio ads.
Client: UN Women
Marwan Younis: Associate Creative Director, FP7/Cairo
Sandra Riad: Senior Copy Writer, FP7/Cairo
Mariam Ibrahim: Art Director, FP7/Cairo
About UN Women//
UN Women is the UN organization dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide.