Anais Association

Guilt Gifts Puppetry

Agency: Cheil


One year into the spread of the Covid-19 virus, in a pandemic-ravaged world, we are witnessing an alarming increase in domestic violence, with aggravating consequences for the safety, and often, the lives of women and other family members. The isolation, limited contact with family and friends, working from home with the kids around due to schools being closed, have "imprisoned" women together with their attackers.
Breaking away from such toxic relationships is even more difficult for the victims because abusers are often people they trust and with whom they formed a long-term relationship. People who take advantage and manipulate them using gifts to make false promises of a better life thus keeping them locked in a vicious loop where they fail to report the aggression which in turn allows abusers to continue their harmful rampage.
After working for three years together, Cheil | Centrade and ANAIS would like this new campaign to raise awareness in women, so they admit being in a poisonous relationship and ask for help in due time without allowing themselves to be deceived by shallow gestures of forgiveness that only perpetuate the physical and mental abuse.
This is how the Guilt Gifts Puppetry came to life - a project where art becomes an instrument in recognizing aggression. Using toys belonging to real victims, we created an experimental puppet theater including 8 short plays depicting true cases of women affected by domestic violence. The stories reveal the damaging ramifications of “guilt gifting” and how through it, aggressors manage to deepen the victims’ traumatic experience.

This professional campaign titled 'Guilt Gifts Puppetry' was published in Romania in March, 2021. It was created for the brand: Anais Association, by ad agency: Cheil. This Content medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted almost 3 years ago.


Advertising Agency: Cheil | Centrade
Executive Creative Director: Mihai Gongu
Group Creative Director: Roxana Niță
Copywriter: Alexandru Iliescu, Ionuț Iordache
Art Director: Ana-Ramona Tanasă
Client Service Director: Carmen Miruță
Account Director: Maria Trepcea
Senior Account Manager: Ana Maria Rădulescu
AV Director: Monica Garbur
Social Media Manager: Veronica Bratu
PR Specialists: Melania Răduțoiu, Ana Maria Gavrilă
Digital Project Manager: Cosmin Slăbescu, Mihai Tatu
Developers: Alexandru Cancel, Francisc Lorinczi
Lightwave Theatre Company Actor puppeteer & audio editing: Petru Stratulat
Puppeteer Coordinator: Cristina-Andreea Ion
Actor puppeteer: Oana Mihaela Cercel
Creative Director Les Ateliers Nomad: Alex Petroșanu
3d Animator / Compositing: Cezar Șomîtcă
2d Animator/ Editor / Compositing: Horia Teodor
Shooting Coordinator / Editor: Radu Nechit - Editor
2d Animator / Illustrator: Ana Cohut
2d Animator: Robert Erdös
Team Coordinator: Matei Derșidan
DOP & photography: Adi Bulboacă
Dancers: Răzvan Rotaru, Corina Platon / Mike’s School of Dance
Master and sound editing Chainsaw Europe : Hasan Nasser, Andrei Vasilache
Video editing: Mircea Lacatus, Smaranda Dacian
Post-production coordinators: Oana Manea/Raluca Iutes
Music: Sonic Arts Music
ANAIS Association President: Carmen Nemeș
Executive Director: Mihaela Mangu
Psychotherapist: Adela Szenteș


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