Brief: For a Muslim praying 5 times a day and cleansing oneself before prayer, also known as ablution, is mandatory. Studies have shown that on average 7L of water is wasted per ablution. Our task was to create a behavioural change to reduce such wastage.

Insight: Over 90% of Sri Lankan muslims have the name Muhammad (peace be upon him) or a derivative of it. Having his name is regarded as an honour and a commitment to inherit his ways.

Idea: We identified prophet’s way of ablution and came across the mudd. A measurement tool, prophet used just IMudd = 628ml (approx) to conduct ablution. So we redesigned the mudd using environment friendly clay and included an authentic narration from prophet on conserving water. On world water day which also happened to be a Friday, which has the largest gathering at mosques,the mudd was introduced and people were educated on using the mudd as prophet did.

Credits
Client: National Muslim Collective
Advertising Agency: Triad, Colombo, Sri Lanka

Tags:
Ambient marketing, Guerrilla Marketing

It shows two groups of boys with one group dressed up in a Muslim stereotypical attire and the other group dressed in a Hindu Stereotypical attire. They are all shown to walk towards each other with aggression. People around them and even the viewers of the advertisement are made to think that there would be some sort of riot or feud between them. But in the end, they are shown to play cricket in an amicable fashion. Cricket unites them all. It is a United India, united by play.

United Colors of Benetton: #OneFaith #UnitedByPlay

Underlying features of the Ad campaign

● It is not necessary that two different faith will always have an aggressive relationship.
● We need to find ways to unite different faiths.
● Faiths can be different but in the end, they all teach us to live in peace.
● It is time to break all stereotypes.

The advertisement gives us a mirror to look deep inside our cliched outlook and gives us a reality check to our pigeon­hole thinking. It is time for us to come together and stand together against the hate­mongers. It’s time to have an open­minded outlook and not indulge in the same age­old differences amongst different communities. It is time to have mutual respect and agree to disagree sometimes.

Credits
Advertising Agency: Terribly Tiny Talkies, Mumbai, India
Director: Karan B. Shetty
Production Company: Fingerprint Films
Producers: Madhukar Kotian, Vijay Carvalho
Copywriter: Kumail Changezi

Athletes including Claressa Shields, Carlos Balderas and Ibtihaj Muhammad announce their labels of “poor,” “immigrant” and “Muslim” while they stand proudly in their Team USA gear. Professional tennis player Serena Williams stands defiantly and announces that the only label that should matter is “Olympian.”

U.S. Olympic Games TV Spot

Ibtihaj Muhammad

“Muslim. Black. Girl.” These labels aren’t limitations for U.S. Olympian Ibtihaj Muhammad. She’s worked her entire life to combat stereotypes and define herself.

Morghan King

“Too old. Too small. Too strong.” These are labels that U.S. Olympian Morghan King has been given, and she loves being strong.

Carlos Balderas

“Immigrant. Thug.” These aren’t limitations for U.S. Olympian Carlos Balderas. He uses negative labels as motivation to get where he is today.

Carlin Isles

“Foster kid. Too small. Never gonna make it.” These labels don’t define U.S. Olympian Carlin Isles because he’s comfortable being different.

Cullen Jones

“Don’t let anyone ever stop you. A different background shouldn’t stop you from being the best that you can be.” Labels aren’t limitations for U.S. Olympian Cullen Jones.

Claressa Shields

“Too young. Too tough. Too much muscle” These aren’t limitations for U.S. Olympian Claressa Shields. You can never have too much muscle, and you can never be too tough.

Serena Williams

No one can define you, no one can put a label on you, you can defy anything that anyone says. Labels aren’t limitations for U.S. Olympian Serena Williams.

Jake Gibb

“Old. Not good enough. Done.” These aren’t limitations for U.S. Olympian Jake Gibb. He owned his labels and now he’s a three-time Olympian and two-time cancer survivor.

Credits
Website: miniusa
Advertising Agency: Butler, Shine, Stern & Partners, San Francisco, USA
Chief Creative Officer: John Butler
Creative Director: Mark Krajan
Senior Art Director: Sinan Dagli
Senior Copywriter: Luke Zehner
Senior Producer: Lori Pisani
Head of Integrated Production: Adrienne Cummins
Account Director: Danny Peters
Account Supervisor: Michelle Finelli
Production Company: Alldayeveryday
Director: Matt Baron
Executive Producer / Partner: Arrow Kruse
Executive Producer: Oscar Thomas
Head of Production: Nicola Westermann
Producer: Zein Zubi
Editorial Company: Cut & Run
Editor / TV: Pete Koob
Editors: Christopher Kasper, Andy Berner
Music Company: One Union
Music: Joaby Deal
Color Grading Company: Apache
Color Grading: Shane Reed
Finish: Jogger

Ms Tendai Bhiza at PASSOP:
“Juxtaposing these two symbols creates such a strong impact and challenges the assumptions people have about Muslim identity”

Ryan McManus, Executive Creative Director at NATIVE VML:
“We are fully aware that certain quarters may find these images controversial, but the point of this movement is to challenge the prejudices people may have, and change the way we think about a culture that has been unjustly defined by the actions of a select few”

Credits
Advertising Agency: Native VML, Cape Town, South Africa
Executive Creative Director:Ryan Mcmanus
Creative Director:Adam Whitehouse
Photographer:Justin Polkey
Producer:Chantel Green
Stylist:Crystal Birch
Art Director:Ernst Lass
Global Chief Creative Officer:Debbi Vandeven
Chief Creative Officer:Jason Xenopoulos
The Institute Editor:Duvan Durand
Group Account Director:Elizabeth Graham
Project Manager:Lara Matthews
Motion Graphics: Frank van der Elst
Camera Man: Warrick Mcleod