“No policymaker should dictate what a woman can or cannot wear and no woman should be forced to choose between the sport she loves and her faith, cultural identity, or beliefs.”
Anna Błuś, Amnesty International
Background
The "Phryjab" campaign was created for Lara Active (a sports hijab brand) in response to France's 2024 Olympic decision banning French athletes from wearing hijabs.
This move was justified by a one-sided interpretation of secularism, framed the hijab as a symbol of oppression.
We wanted to point out the irony: true freedom and secularism is about choice, including what to wear based on personal beliefs.
Idea
Our bold guerrilla stunt reimagined Marianne, France’s symbol of liberty, who traditionally wears the Phrygian cap, a.k.a Liberty cap.
Using AR technology, we transformed her headgear into the "Phryjab”, a fusion of the hijab and the iconic cap.
It was a visual protest, reclaiming the narrative and emphasizing that true freedom includes representation for all.
Gold
Anthem Awards 2024
The Phryjab was awarded for DEI through Digital and Innovative Experiences category, in partnership with Tactical Dubai.