OPEN YOUR EYES -MAI

Bronze Eurobest Campaign

Case Film

Presentation Image

ClientTERRE DES FEMMES - MENSCHENRECHTE FÜR DIE FRAU E. V.
2 of 3 Campaign
Category G07. Photography / Curation of Images
TitleOPEN YOUR EYES -MAI
Product/ServiceWOMEN'S RIGHTS
Entrant GREY GERMANY Düsseldorf, GERMANY
Idea Creation GREY GERMANY Düsseldorf, GERMANY
Media Placement GREY MEDIA Düsseldorf, GERMANY
Media Placement 2 KINETIC WORLDWIDE Düsseldorf, GERMANY
Production GREY GERMANY Düsseldorf, GERMANY
Production 2 NUBORN PICTURES Berlin, GERMANY
Production 3 MUSIC MAKING PEOPLE Duesseldorf, GERMANY
Credits
Name Company Position
Fabian Kirner Grey Germany Chief Creative Officer
Alexandros Antoniadis Grey Germany Executive Creative Director
Martin Venn Grey Germany Executive Creative Director
Thomas Kuhn Grey Germany Creative Supervisor Copy
Markus Werner Grey Germany Creative Supervisor Art
Hajo Mueller Grey Germany Photographer
Sandra Herich Grey Germany Art Director
Sonja Ruschke Grey Germany New Business
Michael Rewald Grey Germany Chief Marketing Officer
Alper Yazar Grey Germany Senior Art Director Digital
Christoph Korfhage Grey Germany Concepter Digital
Peter Engel Grey Germany Director of Production
Kevin Krefta nubornpictures Director, DOP, Editor
Adam Piastowski MusicMakingPeople Sound Designer
Lina Pesch Grey Media Media Planner
Marco Janzen Kinetic Worldwide Germany Junior Manager Consulting

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. Scale: 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. Sales N/A 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.