posted on Aug. 06, 2024 at 3:29 pmAug 8, 2024

AR activation champions hijab rights at the Paris Olympics

posted on Aug. 06, 2024 at 3:29 pmAug 8, 2024

The activation aims to start a conversation around women empowerment in sports and the freedom to choose to wear a hijab while competing.

A still from Lara Active’s AR generated ‘Phyrjab’
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

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.