Title | KOSHOGO |
Brand | KLOOP |
Product/Service | NEWS MEDIA |
Category |
F04. Social Behaviour & Cultural Insight |
Entrant
|
LEO BURNETT MOSCOW, RUSSIA
|
Idea Creation
|
LEO BURNETT MOSCOW, RUSSIA
|
Credits
Ilya Pryamilov |
Leo Burnett Moscow |
Creative Director |
Yulia Grezina |
Leo Burnett Moscow |
Art Director |
Sergey Belozerov |
Leo Burnett Moscow |
Copywriter |
Vladimir Rolik |
Leo Burnett Moscow |
Agency Producer |
Mikhail Maer |
Leo Burnett Moscow |
Creative producer |
Dmitry Ulmer-Morozov |
Freelancer |
Coder |
Cultural / Context information for the jury
In Kyrgyzstan even nowadays young women risk being kidnapped and then, forcibly married. This is called ala kachuu, a tradition, say some, but in fact, a crime. In 2018, 15 000 brides were kidnapped in Kyrgyzstan, but only 28 cases made it to the court. Police officers, often out of respect for a venerable tradition, refuse to file victims’ reports. And in general, the subject is taboo.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
In Kyrgyzstan even nowadays young women risk being kidnapped and then, forcibly married. This is called ala kachuu, a tradition, say some, but in fact, a crime. In 2018, 15 000 brides were kidnapped in Kyrgyzstan, but only 28 cases made it to the court. Police officers, often out of respect for a venerable tradition, refuse to file victims’ reports. And in general, the subject is taboo. We combined the koshogo - a powerful symbol of the traditional marriage and virginal innocence symbolized
by its white color - with stories of violence against women, even rape, taken from the ala kachuu victims’ reports rejected by the police.