Pairi Daeza initiated the The Woman Life Freedom project; a one-of-a-kind scarf collection, created in collaboration with 12 Iranian artists from all over the world. Each artist has created a unique design for their own custom scarf, incorporating messages related to the current revolution in Iran to continue sparking hope.

The brand wished to create a film that could stand as its own piece whilst still incorporating the scarfs, as all profits from the sales of the scarves will go to the Abdorrahman Boroumand Center to directly support the movement.

The goal with the project, besides financially supporting the movement, was to provide the artists a platform to express themselves and keep the conversation about the revolution in people's minds. More importantly, it should serve as a symbol of empowerment and hope in this exhausting fight.

The creative insight significantly influenced brand message amplification by harnessing storytelling and artistry's emotional potency. Crafted as a visually compelling narrative celebrating Iran's culture and challenging stereotypes, the film deeply engaged the audience, evoking empathy. The scarves symbolised strength, forging a tangible link to the movement. This strategy transformed Pairi Daeza into a human rights and equality advocate, resonating with values-driven consumers. The result was a more positive brand image, heightened social responsibility association, and increased engagement through conversations, petitions, and social media. This approach effectively magnified the brand's message and impact.

Data gathering was essential in identifying the target audience and shaping our approach to the project. The project sought to reach a broad demographic of consumers, individuals and organizations, focusing on those interested in the arts, culture and social justice issues.

To achieve this we would portray the collective spirit and resilience of Iranian women, highlighting their struggles for independence and freedom in the face of political unrest and social control. The film emulates classic Iranian cinema, celebrating the rich cultural history of Iran and offering a message of empowerment to future generations.

The approach also involved a collaborative effort, with twelve female Iranian artists contributing to the project. The scarves created by these artists were intended to turn a symbol of suppression into a symbol of empowerment and independence, with all profits donated to the Abdorrahman Boroumand Center - a human rights organization supporting the women's movement in Iran.

We start the film with a documentary-like expression. When the vulnerable yet strong VO begins, we get more expressionistic and enhance the sounds of nature's strength. The power behind the sound design together with the music helps guide the voice over, and is a key feature of drawing the audience in. The music also starts fragile and ends up finding its strength in a liberating beat from a tombak.

Combining recordings of thunder, wind, sand and delicate fabrics - the sound of the scarfs became more powerful and enhanced the message of the film - These scarfs contain the force to do a change!

We have seen great impact in the coverage from local media and KOL's (Key Opinion Leaders) sharing the story to millions of followers and viewers. They are pushing for change and this project has played a part in the fight against the pressure the Iranian regime has put on women in Iran.

The campaign has reached more than 60 million people - people influenced by the situation both inside and outside of Iran. More than 60% of people reached by the film and its message are in the core target group - a rare case when talking about viral films.

When local media and KOL's share and support the cause that goes against the government's laws, they put themselves in harms way, which makes their contribution incredibly important and powerful.