COPYWRITING,
ART DIRECTION,
PROJECT MANAGEMENT, GRAPHIC DESIGN

National Women’s History Museum, Manifesto

For the last twenty years, the National Women’s History Museum has served as the largest online cultural institution dedicated to US women’s history. As an institution, it has galvanized support for preserving, illuminating, and sharing the powerful history of women in America.

Now is the moment to help the Museum fully realize its mission—and become the first museum in any nation’s capital to show the full scope of the history of its women. Amidst the historic shifts currently taking place in the world, we’re missing stories and information about women that can help get us to the future. This internally published manifesto was designed to establish the museum as a physical space within the world and ground ourselves in who we are and where we’ve come from.

Team
Designers: Dina Benbrahim, Sasha Veryovka
Managing Creative Director: Jessica Tillyer
Principal, Design: Sue Walsh

Saham Insurance, Moving Forward

Saham Group is an important player in high-added value services in Africa: assistance, offshoring, health insurance and real estate. Saham acquired CNIA Saada in Morocco, a health insurance company, and wanted a film that unifies the brand under Saham’s name. The main idea of this film is simply to see people moving forward no matter what they are doing in their every day life, within a very engaging and dreaming atmosphere. The film was aired on TV and movie theaters. It offered a promise of a new beginning within the insurance industry. The campaign created trust, and made Saham Insurance the leading insurance company in Morocco.

Team
Copywriter: Dina Benbrahim
Creative Director: Yanis Ayouch
Producer: Eric Poulet
Directed by: Norman Bates
DoP: Rik Zang

Absolut Vodka, Transform Yourself

In Morocco, the youth prefers to drink Belvedere. To reconnect with its target segment, Pernod Ricard wanted an Absolut Night. Absolut is, in fact, a well-established brand in contemporary art worldwide since more than 3 decades. In collaboration with Shem’s Publicité and four artists, this project has been thought as a unique piece of art, following its international campaign, Transform Today.

Transform Yourself is a metaphor that suggests freedom from the rules of society. Destiny doesn’t speak for anybody. We don’t know what tomorrow will be, and it is our personal duty to create tomorrow. It is what we do now that affect who we are, and what path we choose. Transform Yourself is a journey where, depending on which path we take, senses will be stimulated thanks to the unexpected, in order to end up with a different version of the self.

As a result, with Shem’s Publicité, Rachid Kallamni, Yasmine Laraqui, Jay Douzi, and Mehdi Khessouane, we imagined a “stimulation machine” designed as a human sized maze with visual and sound installations to offer this sensorial trip. Influencers were invited to go through a journey of electric information that calls for introspection, to own their future.

Team
Art Director + Project Manager: Dina Benbrahim
Creative Director: Yanis Ayouch
Artists: Rachid Kallamni, Yasmine Laraqui, Jay Douzi, and Mehdi Khessouane
Event agency: Target

Renault Kadjar, Launch campaign

When Renault Kadjar was first launched in Morocco, it was positioned as a vehicle of extreme sensations for adventurers. This positioning failed. With brand repositioning, the SUV’s communication shifted to being an expression of status, wealth, and success.

Award
African Cristal Festival 2017: 1 Emerald craft film

Team
Copywriter: Dina Benbrahim
Creative Director: Mohamed Oudaha
Managing Director: Hazem Kaddour
Directed by Matthieu Jorrot
DOP: Guillaume Lomprez
Production: Sigma

Flawlessness,
Enti.ma

In Morocco, 6 out of 10 women are victims of domestic violence. Abuse is not only commonplace; it’s also being normalized. Stated-owned TV channel, 2M, caused global outrage when the show “Sabbahiyate” aired how to cover up bruises with makeup, in order to hide the marks of abuse. Shortly after the TV channel aired the tutorial, with JWT Casablanca, we helped ENTI.MA (Moroccan influential fashion and lifestyle online magazine) air its own response.

In a video that offered to teach women how to remove makeup without damaging their skin, a famous fashion blogger is shown gently removing her makeup, slowly revealing the dark bruises that lay beneath. As the blogger stares hauntingly into the camera, a message appears on the screen: “In Morocco, 6 out of 10 women are victims of domestic violence. Do not cover up his abuse. Show it.”

The video went viral, helping to drive conversation about women’s rights protections in Morocco. In fact, in just 24 hours, the video reached 3,000,000 views, and was shared over 6,000,000 times across social media. The international and national press talked about the campaign. Finally, as the campaign grew, local politicians were pressured to reconsider existing laws which don’t protect women against violence.

Following the same campaign, we also created a fake makeup remover. The print comes with a wipe to be tested directly on the print. Once applied, bruises appear.

Uncover Violence Print

Awards
African Cristal Festival 2018: Grand Prix Media / Press
African Cristal Festival 2018: Gold Press / Media
African Cristal Festival 2018: Gold NGO / Charity / Cause / Public Interest
African Cristal Festival 2018: Gold NGO / Regional Award

Effie Awards 2017: 1 Gold Social Good

London International Awards 2017: 1 Silver Social Influencer

The Loeries Awards 2017: 1 Silver Media Innovation
The Loeries Awards 2017: 1 Bronze Tactical Use of Magazine
The Loeries Awards 2017: 6 shortlists

Cannes Lions 2017: 1 Shortlist PR Social Influencer Communication & Amplification

Dubai Lynx Festival 2017: 1 Silver PR and 7 shortlists

African Cristal Festival 2017: 1 Gold Regional viral film / Digital
African Cristal Festival 2017: 1 Gold Regional viral film / Film
African Cristal Festival 2017: 1 Gold social video / Digital
African Cristal Festival 2017: 1 Sapphire media / Media
African Cristal Festival 2017: 1 Sapphire Viral film / Film
African Cristal Festival 2017: 1 Sapphire Viral film / Digital
African Cristal Festival 2017: 1 Sapphire Media / Digital
African Cristal Festival 2017: 1 Sapphire Regional / Media
African Cristal Festival 2017: 1 Emerald Best Use of Social Media / Media

Team
Copywriter: Dina Benbrahim
Creative Director: Mohamed Oudaha
Managing Director: Hazem Kaddour

Outlaws

Outlaws is a campaign that comes after the arrest of Hajar Raissouni, a journalist charged with having sex outside of marriage and an abortion, both crimes in the North African kingdom. Morocco saw it as “another example of the government persecuting critical journalists and activists by charging them with moral crimes” (NYT). We published a campaign to ask Morocco to change the Article 490 in the Penal Code that punishes sex outside wedlock. I have designed the entire identity for the campaign, in social media and print, as well as overviewed the English versions, originally written by Leila Slimani and Sonia Terrab. As we started receiving spontaneous testimonies from the community, the campaign was extended to invite all to tell their stories in their own words. The pressure it created resulted in freeing Hajar Raissouni on October 16, 2019.

In the Media
RTVE
Menara
Le Brief.ma
Le Desk
L’Obs
Le Parisien
Telquel
Febrayer
Al Aoual
Moroccan World News
Liberation
En24
TV5
Mujeres marroquíes fuera de la leyRTVE
VOA Afrique
Hespress
El Confidencial
France 24
France Inter
The World News
Spain’s News
El Pais
Media 24
Portail Sud Maroc
Actu Orange
Le Devoir
Le Vif
Francetvinfo
Jouj Media
Sud Ouest
L’Economiste
RTBF
H24
Le Quotidien
La Libre Afrique
Le Monde

Dina Benbrahim

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designer, scholar, educator.

Dina
Benbrahim

designer,
scholar,
educator.