Let’s Champion the Hijab in Sports with a Phryjab
Description
In September 2023, the government of France banned its national athletes from wearing the hijab in the 2024 Summer Olympics. This is only the latest in a long line of bans against various forms of the hijab in France and in parts of countries like Russia and Austria among others.
The ‘Phryjab’ is an AR social activation by Lara Active that challenges the hijab ban, leveraging technology to ignite an important conversation about the freedom of athletes who choose to wear the hijab – using France’s own national allegory, Marianne. Not only is she a symbol of liberty, equality and fraternity, but she’s often seen wearing a phrygian cap, an icon of freedom.
An evolution of the phrygian cap, the ‘phryjab’, combines the hijab and phrygian cap to highlight the similarities between them, raising questions about how different coverings are perceived while exploring the concept of freedom of expression across cultures.
We're inviting people to join the conversation and show their support through #SportAHijab
This professional campaign titled 'Sport a Hijab' was published in France, United Arab Emirates, and United Kingdom in August, 2024. It was created for the brand: Lara Active, by ad agency: Tactical. This 360°, Digital, and Experiential media campaign is related to the Public Interest, Sports, and Sportswear industries and contains 1 media asset. It was submitted about 1 month ago.
Credits
Advertising Agency: Tactical, Dubai, United Arab Emirates
Mike Khouri: CEO
Michael Holley: Design Lead
Mounir Mroue: Sr. Creative Strategist, MR Lead
Hazem Alagha: Production Lead
Seki Bacsain: AR/VR Developer
Khalil Hasnaoui: Sr AR/VR Developer
Jhonnel Pica: AR/VR Developer
George Letheren Smith: Sr. Project Manager
Summer Nazif: Creative Lead
Creative Consultants
Zaheen Bagasrawala: Associate Creative Director
Ross Lyndon: Executive Creative Director
Marcia Johnston: Creative Director
Anna Murray: Account Director
Jayesh Seth: Sr. Art Director
Ammad Ali: Sr. Motion Designer
Vishnu Rajashekharan: Production Head
Hala Ghazal: Sr. Animator
Majed Radwan: Sr. Arabic Copywriter
