Title | #BEATME |
Brand | UN WOMEN |
Product / Service | ANTI-DOMESTIC VIOLENCE AWARENESS |
Category | A03. Casting |
Entrant | BBDO PAKISTAN Lahore, PAKISTAN |
Idea Creation | BBDO PAKISTAN Lahore, PAKISTAN |
Media Placement | BBDO PAKISTAN Lahore, PAKISTAN |
PR | BBDO PAKISTAN Lahore, PAKISTAN |
Production | AZADFILM Karachi, PAKISTAN |
Production 2 | THE VIDEOGRAPHERS Lahore, PAKISTAN |
Name | Company | Position |
---|---|---|
Ali Rez | Impact BBDO | Regional Creative Director |
Assam Khalid | BBDO Pakistan | Creative Director |
Faisal Durrani | BBDO Pakistan | Managing Director |
Hira Mohibullah | BBDO Pakistan | Creative Director |
Aamna Rahim | BBDO Pakistan | Senior Creative Manager |
Huma Mobin | BBDO Pakistan | Creative Manager |
Haroon Rashid | BBDO Pakistan | Senior Art Director |
Haseeb Akram | BBDO Pakistan | Art Director |
Moiz Khan | BBDO Pakistan | Digital Creative Group Head |
Idrees Hussain | BBDO Pakistan | Client Services |
Jamayal Tanweer | BBDO Pakistan | Digital Business Director |
Shahzaib Hussain | BBDO Pakistan | Art Director |
Insiya Syed | Insiya Syed | Photographer |
Mian Aleem Ali | BBDO Pakistan | Production Designer |
Zohaib Kazi | Zohaib Kazi | Producer |
Natasha Ejaz | Audio DNA | Music Director |
Atif Pasha | BBDO Pakistan | Production Manager |
Maida Azmat | Maida Azmat | PR Coordinator |
Maram and Abroo | Maram and Aabroo Salon | Make up |
Nabila | Nabila's | Make up |
Ali Rez | Impact BBDO | Creative Director |
Assam Khalid | BBDO Pakistan | Strategic Planning Director |
For the first time, an anti-domestic violence film urges men to beat women. We open with women asking to be beaten. In a clever twist though, we quickly transform the phrase “Beat me” from a submissive retreat to an emphatic invitation by strong Pakistani women, challenging men to beat them. But, at things they’re good at. We showcase each woman with the script not only building on her strength, but cleverly relating it to different forms of abuse. A celebrity singer challenges verbal abuse, saying “Beat with me your voice”, the Pakistani star athlete and fastest woman in South Asia challenges physical abuse saying “Beat me with your feet”. The film features a child chess champion, a boxing champion from one of the most violent neighborhoods in Karachi, a Pakistani climber who has conquered Everest, the football team captain, ultimately laddering up to the UN Women ambassador proclaiming "I'm unbeatable.”
The casting process was instrumental to the concept, in which every woman chosen had a specific skill that matched a form of abuse: the singer challenges verbal abuse, saying “Beat with me your voice”, the fastest woman in South Asia challenges physical abuse saying “Beat me with your feet”. The film features a child chess prodigy, a boxing champion from one of the most violent neighborhoods in Karachi, a Pakistani climber who has conquered 7 summits, ultimately ending with the UN Women ambassador proclaiming "I'm unbeatable.” The successful entrepreneur, the resilient journalist who took on fanatics, the football team captain, and an old agricultural worker from a village - we cast a diverse group that represented different levels of mental and physical skills and demographics as well. These weren’t just celebrities, they were women of substance with a specific purpose and skill set, every one of them UNbeatable.