ADVERTISING

Anais Association

Unquiet Voices

Agency: Cheil

Description

Real women who’ve survived domestic violence are giving their voices to scenes from silent movies where female characters are being abused by men, in support of a Romanian domestic violence charity.
In Unquiet Voices, a 40-minute film created by Cheil Centrade on behalf of Romanian charity ANAIS, scenes from seven different silent films are intertwined with narratives of romances that became nightmares for women.
It is estimated that every 30 seconds, a Romanian woman becomes a victim of domestic abuse, but very few are empowered talk about their experience. The idea of Unquiet Voices is to reveal the almost unnoticed portrayal of violence against women in films and how men copy this wrong behaviour in real life.
ANAIS, which supports domestic violence victims, wanted to undo the wrong. With the loss of copyright of dozens of these silent movies on January 1 2019, ANAIS wondered if they could be turned into an empowering cinematographic product for the next generation?
The real-life stories brought to life in the movie show different types of abuse, from psychological to economic. sexual, and even attempted murder. The movie talks about physically assaulted women who are left breathless on the floor, men who should be in jail but are walking freely, and children witnessing tragedies.
The footage from each movie chapter was taken from seven different silent movies, then rearranged to fit the real stories of victims, whose voices are recorded over the footage to finally unsilence every violent scene.
Movies used in the campaign:
A Woman of Paris, directed by Charlie Chaplin - 1923
Our Hospitality, directed by Buster Keaton and John G. Blystone - 1923
Flaming Youth, directed by John Francis Dillon- 1923
Safety Last!, directed by Fred C. Newmeyer and Sam Taylor- 1923
Souls for Sale, directed by Rupert Hughes- 1923
Where the North Begins, directed by Chester M. Franklin- 1923
Scaramouche, directed by Rex Ingram- 1923

This professional campaign titled 'Unquiet Voices' was published in Romania in March, 2019. It was created for the brand: Anais Association, by ad agency: Cheil. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 3 years ago.

Credits

Advertising Agency: Cheil Centrade, Romania
COO South East Europe: Mona Opran
Creative Director: Ioana Zamfir
Group Creative Director: Adina Stanescu
Group Creative Director: Roxana Nita
Head of AV Production: Monica Garbur
Account Director: Ileana Ghita
Head of Digital Development: Paula Stan
Web Development: Atelieru de Internet
Production House: Studio Set
Artistic Direction: Ioana Mischie

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