The Wedding Gift

Agency: medium rare


What’s the best wedding gift a parent can give?
BRAC, the world’s largest NGO, celebrates 16 Days of Activism - and one of its targets is raising awareness about domestic violence. A Bengali wedding is a joyous occasion, rich in culture and festivities - but what follows isn’t always happily ever after.
Seven out of ten women face violence at the hands of their husbands, at least once. What can make matters worse is not having one’s family’s support in such times. A common tradition in South Asian weddings is to see the ceremony as a “send off” for the bride, now considered part of a whole new family.
The biggest gift that a parent can give their daughters on their wedding day is thus, simply reassurance - knowing there’s always a home to come back to, a safe space to share one’s life.
Another goal of BRAC’s campaign is also redefining masculinity.
With media rampantly depicting toxic masculinity, or pointing fingers at it, it is refreshing to have positive aspirational portrayals of male figures - like a father lovingly looking out for his daughter.
A little compassion and support goes a long way in changing lives. Sometimes, it’s the best possible gift we can give to our loved ones.

This professional campaign titled 'The Wedding Gift' was published in Bangladesh in January, 2019. It was created for the brand: BRAC, by ad agency: medium rare. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 5 years ago.


Advertising Agency: Medium Rare, Dhaka, Bangladesh
Copywriter: Nuhash Humayun
Production: Little Big FIlms
Director: Nuhash Humayun
Producer: Abrar Athar
Line Producer: Abrar Jahin Rafee
Cinematographer: Abdul Mamun
Light Gaffer: Sumon Hossain
Copywriter: Nuhash Humayun
Focus Puller: BM Rafiqul Islam
Chief Assistant Director: Sohan Rahman
Assistant Directors: Jahangir Alam, Tanvir Rahmany, Saba Tasmia Trisha
Art Director: Manik
Production Manager: Rana
Costume: Nodi Rubby
Makeup Artist: Md Kamrul
Casting: Nodi Rubby, Sohan Rahman
Editor: Abdul Mamun
Post Supervisor: Abrar Jahin Rafee
Music: Rakat Zami
Grade: Rejaul Raju
Live Sound: Bird Eye
Sound Studio: Audio People

The British Museum
Head & Shoulders


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.