Cannes Lions
TAREK NOUR ADVERTISING, Giza / ARISTON / 2019
Overview
Entries
Credits
Background
The idea stems from the insight that Egyptian women in modern society are still under immense pressure when it comes to handling household chores. Egyptian women are still expected to perform the role of the stereotypical ‘perfect housewife’ who shoulders the load by herself, one who is expected to cook, clean and attend to all household and family duties. In addition to shouldering the load by themselves, they receive no appreciation in return for their efforts. That’s why Ariston sought to fulfill a need that has long been unaddressed in Egyptian society; to recognize and praise all their hard efforts in an attempt to show understanding and support. Our discourse sought position Ariston as their partner who will support them when no one else will, one who understands their struggle and makes an effort to make their daily chores a little easier to making routine life a little less tedious.
Execution
Incorporating a rap style song featuring women from all walks of life representing the modern and empowered women in Egyptian society who are tired of being taken for granted. They are tired of shouldering the load by themselves, this is them, taking a stand after years of hard work going unnoticed. The rap’s discourse portrays the struggle and frustrations they share on daily basis; how no one has their back until Ariston shows up, positioned as their right hand, their partner at home that helps shoulder the load. The style implies their rebellious nature; adding a certain feistiness and fire to support their plight. The fact that women aren't prevalent in the Egyptian rap scene makes it even more relevant; showcasing the fact that they don't want to be stereotyped any longer under societal norms; they are free to do as they please - even if it includes rapping.
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