ANAIS Association - "ANAIS Case Film 2 minutes" by PHNX Awards 2022
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| Title | ANAIS Case Film 2 minutes |
| Campaign | The Guilt Gifts Puppetry |
| Advertiser | Anais Association |
| Brand | ANAIS Association |
| Date of First Broadcast/Publication | 2021 / 3 |
| Product | Domestic Abuse Awareness |
| Story | The Guilt Gifts Puppetry is the first theatre series where protagonists are actual guilt gift toys donated by genuine victims of domestic violence. Across eight episodes, the toys voiced by famous local actors and brought to life by puppeteers and choreographers unveiled various grim stories of abuse based on actual events witnessed in the household they came from, urging Romanian women in abusive relationships to never postpone reaching out for help. Context: According to a study by FRA, The European Union Agency for Fundamental Rights, 1 in 4 women in Romania has been through at least one episode of domestic abuse from her partner or spouse. Domestic violence had registered a surge in Romania during the global pandemic, as abusers spent more time in uninterrupted contact with their victims, in a country that already had the most overcrowded households in the European Union. And the ensuing economic crisis made things worse. Abusers use various types of gifts to buy the forgiveness of the victims so the latter would not report the abuse to the authorities or relatives. ANAIS Association, the leading local NGO fighting against domestic abuse, needed to raise awareness about this dangerous phenomenon and raise more funds to help victims. Solution: What if the very toys that kept women captive in abusive relationships would step in to warn others and raise the needed funds in the process. We collected actual guilt gifts received by former victims of domestic violence and turned them into professional puppets that told the grim stories of abuse, as they happened in real life. Choreographers, dancers, and projection mapping artists volunteered to bring the plays to life in a series of immersive shows that transported viewers in 8 real-life scenarios, each evoking various forms of domestic abuse from emotional to physical, from sexual to financial. Famous Romanian actors volunteered to give each toy a distinctive voice on stage. The first episode launched on Woman’s International Day on daruitdinvina.ro and the campaign quickly took over the headlines. Results: Popular pay-per-view platform Streamerse offered to host the plays and all the earnings were rerouted to the NGO. We teamed up with the leading local streaming platform Streamerse.net and all the earnings from the online tickets were directed towards the cause. Leading mainstream channel PRIMA TV offered to cover the topic of each episode on primetime news for free. The coverage prompted leading auction house A10 by Artmark to step in and help us auction the toys and raise further funding in a dedicated public auction. The Parliament passed a new law to prevent recidivist abuse by having convicted abusers wear electronic monitoring bracelets. The campaign generated a 790% increase in donations compared to the previous campaign, so ANAIS was able to extend its legal and psychological counseling services to help more victims. The pay-per-view mechanic was instrumental for the increase as the theatre plays registered 2.1 million views across all platforms. But the most important result was starting a nationwide conversation in Romania about the plague of domestic violence with 9 million media impressions in a country with a total population of just 19.2 million. |
| Length | |
| Executive Creative Director | Mihai Gongu |
| Group Creative Director | Roxana Niță |
| Copywriters | Alexandru Iliescu, Ionuț Iordache |
| Art Director | Ana-Ramona Tanasă |
| Client Service Director | Carmen Miruță |
| Account Director | Maria Trepcea |
| Senior Account Manager | Ana Maria Rădulescu |
| AV Director | Monica Garbur |
| Social Media Manager | Veronica Bratu |
| PR Specialists | Melania Răduțoiu, Ana Maria Gavrilă |
| Head of Development | Cosmin Slăbescu |
| Digital Project Manager | Mihai Tatu |
| Puppet Studio | Lightwave Theatre Company |
| Actor and Puppeteer | Petru Stratulat |
| Puppeteers Coordinator | Cristina-Andreea Ion |
| Puppeteer | Oana Mihaela Cercel |
| Production Company | Les Ateliers Nomad |
| Creative Director | Alex Petroșanu |
| 3D Animation and Compositing | Cezar Șomîtcă |
| 2D Animation and Compositing | Horia Teodor |
| Shooting Coordinator and Editor | Radu Nechit |
| 2D Animator/Illustrator | Ana Cohuț |
| 2D Animator | Robert Erdös |
| Team Coordinator | Matei Derșidan |
| DOP & Photographer | Adi Bulboacă |
| Dance Studio | Mike’s School of Dance |
| Dancers | Răzvan Rotaru, Corina Platon |
| Voice Over Actors | Victor Rebengiuc, Mihai Gruia Sandu, Dana Tapalagă, Medeea Marinescu, Gabriela Bobeș, Isabela Neamțu, Radu Bânzaru, |
| Post-production Studio | Chainsaw Europe |
| Sound designs | Hasan Nasser, Andrei Vasilache |
| Editors | Mircea Lăcătus, Smaranda Dacian |
| Post-production Coordinators | Oana Manea, Raluca Iutes |
| Music | Sonic Arts Music |
| President | Carmen Nemeș |
| Executive Director | Mihaela Mangu |
| Psychotherapist | Adela Szenteș |