J. Walter Thompson Casablanca bagged a silver in the “Social influencers: Vlog category” for Enti.ma’s viral Flawlessness campaign – an unprecedented win for Morocco across the industry at the London International Awards (LIA).
The campaign, released on the International Day for the Elimination of Violence Against Women, resulted in the validation of an eight-year-old draft of the law protecting women’s rights in the Moroccan parliament.
Khadija Dinia, founder and brand manager at Enti.ma says in a statement: “We did not expect this simple video to get such international coverage. Getting people involved was not easy, several models and associations refused to do it, but we insisted because we had to reply fast to such a tutorial.”
Enti.ma’s video responded to a tutorial aired in 2016 by a notorious Moroccan TV station, teaching women how to use makeup to camouflage evidence of domestic violence.
Flawlessness offered to teach women how to remove makeup without damaging their skin, slowly revealing dark bruises lying beneath. The campaign’s message revealed on the screen: “In Morocco, 6 out of 10 women are victims of domestic violence. Do not cover up his abuse. Show it.”
Commenting on the success, Mohamed Oudaha, creative director at J.Walter Thompson Casablanca adds: “We are so proud to be the first Moroccan agency to win in the LIA, with a campaign that really needs to gain the maximum coverage.”