UNICEF - "Grapefruit" by ANDY Awards 2022
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| Title | Grapefruit |
| Agency | Academy of Media Arts |
| Campaign | Grapefruit |
| Advertiser | UNICEF |
| Brand | UNICEF |
| Posted | July 2021 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Media Type | Digital |
| Length | |
| AI Description | The UNICEF ad uses a grapefruit as a powerful metaphor to address the sensitive issue of female genital mutilation (FGM). On a blue background, various hands are shown manipulating and cutting into the grapefruit, which signifies the violation and harm of FGM. The narration tells the story of a girl who initially believes in a coming celebration but experiences unbearable pain and loss of self-worth due to the procedure. The visual metaphor is continued as a piece of the grapefruit is removed and patched back, representing the act's brutality. The ad highlights the emotional impact, emphasizing the need for forgiveness and healing, and concludes with the stark statistic of the 200 million girls worldwide who suffer due to these practices. It calls for breaking the tradition and supporting affected individuals through education and awareness. This profound juxtaposition of imagery and message aims to bring global attention to FGM and human rights advocacy. |
| Production Company | Academy of Media Arts |
| Director / Editor | Hannah-Lisa Paul |
| Director of Photography (DOP) | Laura Emma Hansen |
| Music Composer | Fabian Kratzer |
| Gaffer | Chantal Bergemann |
| Sound Designer | Janis Ahnert |