Переможці 2021

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Whoisit: The Pawn Project
A-4-1    Saatchi&Saatchi Ukraine

Background: In 2020, Iran gave a new reason to talk about the violation of women's rights, when this country forbade Iranian chess judge Shohreh Bayat to return homeland, because of “hijab scandal”. Creative idea/strategy: Even the most insignificant figure has a huge power and can radically change everything. Execution: In the world there is one single language that everyone understands without exception - symbols. And we created a NEW symbol to talk about violation of women's rights - a pawn with a slit that resembles a Muslim headdress for women. Results: The pawn has become a symbol of women's rights and draw world's attention to existing problem. But most important it gave a feeling of power for all "pawns", who was ready to become a queens