#DespairNoMore

Agency Network: 
Published/Aired: 
March 2021

Description

#Despair No More calls on Arab women to challenge the phrase “Age of Despair”, which is the Arabic name for menopause, and replace it with words that reflect this stage of a woman’s life more positively. As the worldwide leader in incontinence products, TENA wants to break the painful stigma and raise confidence in women aged 45+.

The music-led campaign launches with the track ‘Despair No More’, originally composed for the campaign and sung by Arabic singer songwriter Ghalia, in partnership with Anghami Studios. The single will be released on Anghami, the leading music streaming platform in MENA, in a brand-first use of its new Radio Live feature. Women are invited to join the debate and submit their suggestions using #despairnomore.

Film advertisement created by BBDO, United Arab Emirates for TENA, within the categories: Health, Personal Accessories.

Advertising Agency: Impact BBDO, AMV BBDO
CCO (AMV): Alex Grieve
CCO (Impact): Paul Shearer
Deputy ECDs (AMV): Toby Allen, Jim Hilson
Creative Team (Impact) Marie Claire Maalouf, Sarah Berro, Irina Siraeva
Agency Planner (AMV): Tom White, Rob Sellars
Agency Account Team (AMV): Harriet Harrison, Laura Hazell
Agency Account Team (Impact): Salma Shahin, Haitham Elias Shaheen
Agency TV Producer: Hiram Naman
Production Company: Big Kahuna Films
Director: Camila Cornelsen
Production Co. Producer: Chady El Khal
DOP: Camila Cornelsen
Photographer: Camila Cornelsen
Editor: Neda Zag
Second Editor: Ryan Gonsalves
Post-production Company: The Fantastic Film Factory
Colourist: The Fantastic Film Factory
AFX: The Fantastic Film Factory
Post Producer: Razan Hamdan
Sound Studio: Marc Codsi / Tunefork studios
Audio Post-production: Marc Codsi / Tunefork studios
Music composition: Zeid Hamdan
Anghami Co-producer: Emdee Jabre
Anghami Artist Relations: Kamil Abi Khalil
Anghami Project Manager: Georges Rouhana
PR Agency: Impact Porter Novelli
Media Agency: Zenith Middle East
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