Responses by Dhélet VMLY&R
Background: This project is about gender violence. Our mission is to help women in violent situations realize that they´re not alone and that they can easily ask for help by calling 144. The main target is women from the ages of 13 to 90, but really, every person of this world needs to be aware of that phone line.
Reasoning: We choose a typical situation that all women suffer when they are walking to their homes. They always feel in danger when walking alone at night. So at first, we made people think that the main character is walking on the street, a common situation. But then, we wanted people to realize that this common situation could be even worse for many women because they feel the same, but inside their homes due to gender violence.
Challenges: Translating this idea that we had in our minds into a one-minute spot. Because this is an idea about feelings, we needed a good actress to perform it and a better editor to transmit this sensation, which we think we got thanks to the actress and the director.
Favorite details: We are proud of our client. Being a major telecommunications brand and mobile company includes many responsibilities, like these kinds of awareness messages, and together, we are working hard to help in this way.
Anything new: We learned that if you work consciously to understand women’s feelings, and know which company to promote this topic, the message can be really valuable for most people.
Alternative approach: The only thing that may have been better for this project is if we could have been making it many years before.