Cannes Lions
KARMARAMA | ACCENTURE INTERACTIVE, London / BRITISH ARMY / 2018
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Description
A serving Muslim soldier tells us his story in his own words.
We hear how as a young boy, he learns from his mother and father what times of day Muslims pray. This practice is fundamental to his cultural identity, but as the years pass, he discovers that the world is not so accommodating. It isn’t until his fellow soldiers make a point of helping him embrace his cultural identity, that he finally discovers where he belongs.
The colour palette and animation style took inspiration from Arabic artwork – speaking to the gentle connection of humanity and belief.
Arcing curves and geometric shapes combine with a celestial colour palette to reflect the theme of religious belief and the symbolism of the sun.
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