Lara Active, a UAE-based modest activewear brand, is addressing the hijab ban at the Paris 2024 Olympics through a groundbreaking augmented reality (AR) activation created by creative and innovation agency, Tactical.
In response to the decision, Lara Active has partnered with Tactical to create an AR lens that reimagines Marianne, the emblem of the Paris 2024 Games, by replacing her traditional Phrygian cap with a hijab.
The campaign sports two assets on Lara Active’s Instagram account. The call-to-action is displayed as a QR code, printed and placed near the monument at Place de la République.
When users scan the QR code, the AR lens reveals Marianne wearing a hijab, highlighting the cultural significance of the head scarf and promoting freedom of expression.
Users can also see themselves wearing the ‘phryjab’ through their front cameras, and can choose to share their support with the brand’s tailored social media hashtags #SportAHijab and #Phryjab.
“We believe that all women, regardless of their religious beliefs, should have the right to participate in sports and feel comfortable doing so,” says Lara Fawzy, Founder of Lara Active.
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“This AR activation is our way of using technology to ignite a conversation about the importance of freedom of expression and freedom of movement, particularly for the female athletes who choose to wear the hijab.”
“We’re incredibly proud to contribute to a campaign that champions women’s fundamental right to self-expression,” says Mike Khouri, CEO of Tactical.
“Using the powerful expression of AR, our aim is to help visualise a world where every woman, including female athletes who choose to wear the hijab, can freely express their identity without fear or restriction.
“By jumping on a cultural moment like the Paris 2024 Olympics we hope to raise awareness and spark authentic discussion around the true spirit of freedom, equality, and fraternity for all.”
Credits:
Tactical
Mike Khouri: CEO
Michael Holley: Design Lead
Mounir Mroue: Sr. Creative Strategist, MR Lead
Hazem Alagha: Production Lead
Seki Bacsain: AR/VR Developer
Khalil Hasnaoui: Sr AR/VR Developer
Jhonnel Pica: AR/VR Developer
George Letheren Smith: Sr. Project Manager
Summer Nazif: Creative Lead
Amanda Hagen: Marketing Lead
Creative Consultants
Zaheen Bagasrawala: Associate Creative Director
Ross Lyndon: Chief Creative Officer
Anna Murray: Account Director
Marcia Johnston: Creative Director
Jayesh Seth: Sr. Art Director
Ammad Ali: Sr. Motion Designer
Vishnu Rajashekharan: Production Head
Hala Ghazal: Sr. Animator
Majed Radwan: Sr. Arabic Copywriter
