FP7 in Cairo has launched a campaign to empower veiled women in Egypt.
The idea is to push to the forefront an optimistic and empowering view of veiled women, rather than one that is discouraged and self-conscious. An online film has been released that uses reverse poetry to portray the two different scenarios.
At the time of going to press the video had 2.6 million views on Facebook, with 19,106 shares. A handful of shorter films featuring a number of different women have also been released.
Client 3ala Rasy
Agency FP7/CAI
Executive creative director Ahmed Hafez Youness
Associate creative director Rami El Kerdani
Senior copywriter Menna El Kiey
Copywriter Rana Khairy
Art director Moemen El Siwi
Digital unit head Hanaa Baghdadi
Regional head of strategic planning Tahaab Rais
Head of production Heba Radwan
TV producers Moayad El Shenawy, Inas Nagy
Post-production supervisor Mahmoud Enayet
Director Mariam Abou Ouf
DOP Nancy Abdel Fatah
Post-production Aroma
