#BEATME

Title#BEATME
ClientUN WOMEN
Product / ServiceANTI-DOMESTIC VIOLENCE AWARENESS
CategoryA03. Casting
EntrantBBDO 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

Brief Explanation

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.

Credits

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
Links
Video URL