ABAAD - "Baklava Got Legs"

H&C Leo Burnett Beirut

H&C Leo Burnett Beirut Beirut, Lebanon

Awards

4948

This ad is part of the ACT Responsible Collection

Brand: ABAAD
Country: Lebanon

Advertiser: ABAAD

Title	Baklava Got Legs
Agency	H&C Leo Burnett Beirut
Campaign	#SafetyfortheSafekeepers
Advertiser	ABAAD
Brand	ABAAD
Date of First Broadcast/Publication	2020 / 12
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	“Baklava” is a well-known Arabic type of sweet, and this type of sweet is as known in our culture as is the meaning behind it, which has been used by men as part of the patriarchal culture to harass women throughout the years. So, it is a common scenario when women minding their own business and going about their day, are sometimes grossly referred to as Baklava by sexist men. But the problem goes beyond everyday catcalling, which some seem to think is innocent fun, ultimately forcing many women to simply adapt to it, without having any law to protect them. The problem also is that such cultural aspects normalized harassment. It even allowed men today to use the country’s circumstances as an excuse to undermine the safety of women without being punished for it, because there isn’t any law in place.
Media Type	Web Film
Length	160 seconds
Associate Art Director	Salwa Rahmeh
Artist	Rémie Akl
Chief Creative Officer	Malek Ghorayeb
Managing Director	Nada Abi Saleh
Executive Creative Director	Natasha Maasri
Creative Director	Rana Khoury
Associate Creative Director	Nadia Deghayli
PR & Communication Supervisor	Farah El Beaini
Sr. Communication Executive	Tala Ezzeddine
Copywriter	Lama Bawadi
Art Director	Layane Makhlouf
Production Manager	Karen Maroun
Content Creative	Ameer Jabak
Content Writer	Mahmoud Jaber
PR Executive	Maia Sahyoun