In an era where the intersection of tradition and modernity often sparks heated debates, Tactical's CEO, Mike Khouri, leads the charge with a bold, thought-provoking campaign that fuses culture and technology. Born from conversations surrounding the controversial hijab ban imposed by the French government for the Paris 2024 Olympics, Khouri and his team set out to create a powerful statement on the global stage.
By blending the iconic French symbol of liberty, the Phrygian cap, with the hijab, they conceived the "Phryjab"—a hybrid symbol that challenges stereotypes and advocates for the right to self-expression. This campaign, supported by Lara Active, not only underscores the importance of inclusivity but also sparks a global conversation about the true meaning of freedom.
What was the brief?
The idea was born from conversations about the hijab ban imposed by the French government for the Paris 2024 Olympics, as well as wider conversations stemming from issues around secularism and freedom of expression in other countries like Austria, Russia, Uzbekistan and more.
While some countries perceive the hijab (and other forms of modest wear) restrictive, many women actually find it an empowering way to adhere to their own standards of modesty.
This ongoing debate and point of tension was the core motive behind the campaign which worked perfectly with Lara Active’s, a designer of sports hijabs, brand identity – to make a statement about the right and freedom to express oneself how they see fit.
How did the initial pitch/brainstorming phase go?
We first conceptualised a few other ideas about the hijab and how we could showcase how the ban(s) infringed human rights of women in different places. The coming Paris 2024 Olympics and the news of the ban of French athletes from wearing the Hijab led us into researching the history of Marianne, and how she, as well as her Phrygian Cap, are such strong allegories of revolution, liberation and freedom.
This stood out as a stark contrast to the sentiment of repressing people’s freedom of expression by the French ban – which helped us connect the dots and come up with the idea of the hybrid, ‘Phryjab’, which would let us hinge our campaign on a famous symbol of liberty.
As soon as we pitched the idea to Lara Fawzy (the founder of Lara Active) she was immediately on board with it and championed the campaign’s call to action ‘I champion the hijab in sports!’.
What was the process behind ideating the concept?
It was about demonstrating and empowering people to stand up to adversity and have the right to choose how they express themselves. By anchoring this idea on a known and celebrated symbol of freedom already known to the country we wanted to ignite a conversation around how important it is to stand up for people’s right to choose how they live.
It was also important that our audience had the option to choose whether they wanted to see themselves with the Phryjab or without, allowing for the freedom to engage with the conversation without forcing anyone to express themselves differently.
What was the production process like?
It was a global team effort. We worked around the clock to design, develop and test the AR activation in time for its launch. Conceptualised and designed in Dubai, we started by creating a veil inspired by the Olympics mascot, based on Marianne’s red cap.
Then, we utilised our team in Paris to scan the statue and we trained Machine Learning to recognise Marianne’s face, allowing us to create a digital replica of Marianne’s statue in Place De La République for the off-ground experience. The same veil used for the statue was also used for the user selfie experience.
Once the lenses were ready, we placed a QR code in front of the statue in Paris for people to scan and access the experience.
What was the biggest challenge during production? How did you overcome it?
In the run up to delivery, the Marianne statue was put under maintenance, with scaffolding obstructing our access. At one point things were very touch and go, but while this delayed production, maintenance was completed three days before launch, allowing the team to swoop in and complete the necessary statue scan just in time for the Olympics.
What kit/tools/software were used to create the project?
We used the Luma AI tool to take a 3D scan of Marianne’s statue.
To ensure the lens was used sensitively and only on Marianne’s intended statue, we created a ‘custom landmarker’, to anchor the experience to her facade in Place de la République.
What’s the main message of this project and why does it matter?
The main message was to advocate for inclusivity and freedom of expression, particularly for hijab-wearing athletes. By blending two powerful symbols - Marianne’s Phrygian and the hijab - into the “Phryjab,” the project emphasises that the values of liberty, equality and fraternity should extend to all, regardless of their cultural or religious identity.
This is important because it challenges stereotypes and promotes a more inclusive understanding of these fundamental values, sparking an important conversation about the rights and representation of Muslim women in sports, and society at large.
How long did it take from inception to delivery?
Just under 3 months.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
The idea was sparked by ongoing controversy around hijabs in sports, an issue highlighted by the French government’s decision to ban the hijab during the Paris Olympics. We wanted to address this and the broader issues of secularism and freedom of expression experienced in countries like Russia, India, and Austria amongst others.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
As the founder of Lara Active and designer of sports hijabs, Lara Fawzy played a pivotal role in shaping the activation. Her expertise was crucial in advising the integration of the Phrygian cap and hijab, focusing on perfecting the cultural details, fit and drape. This careful attention ensured that the design was not only aesthetically pleasing but also culturally respectful, aligning with the brand’s commitment to inclusivity and authenticity.
For Tactical, as an agency operating in the MENA region, we are familiar with the debate surrounding hijabs. This is why it was so important for us to create conversations around #SportAHijab and not force anyone to express themselves any differently if they chose not to.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
Initially, we were inclined to create a physical version of the Phryjab by consolidating a real phrygian cap into a hijab. However, we realised that this would limit the reach and engagement of the campaign and we quickly shifted from actual reality to augmented reality. AR would not only expand the reach and visibility, but also enable us to make a stronger impact without physically affecting public property in Paris.
What role did consumer research or market analysis play in shaping the concept and its execution?
The hijab ban for French Olympians was largely received with shock and disagreement, and not only within the muslim world. Lara, as an expert on how women need and perceive the hijab in various facets of life, gave us the valuable insight that while the rest of the world may see the hijab as a barrier, for many women with different values of modesty – the hijab empowers them to move through the world in a way that is comfortable for them and aligns with their credo – physically and socially.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
Using AR to campaign for social issues like this is still a fairly new concept, and given the somewhat charged nature of this specific topic we were able to amplify an existing debate around the ban, and wider issues, to get more people involved.
What do you hope it achieves for the brand?
Lara Active, being a home-grown, boutique brand made this campaign a very special project for us.
While we hope the campaign amplifies conversation about a social cause as important as this, we also aim to expand the visibility, awareness and brand-equity for Lara Active as an authentic company that champions choice and the freedom of expression.
Moreover, we hope this inspires more women to embrace an active, athletic life while being true to their own standards of modesty.
Credit list for the work?
Tactical:
Mike Khouri: CEO
Michael Holley: Design Lead
Mounir Mroue: Sr. Creative Strategist, MR Lead
Hazem Alagha: Production Lead
Seki Bacsain: AR/VR Developer
Khalil Hasnaoui: Sr AR/VR Developer
Jhonnel Pica: AR/VR Developer
George Letheren Smith: Sr. Project Manager
Summer Nazif: Creative Lead
Amanda Hagen: Marketing Lead
Creative Consultants:
Zaheen Bagasrawala: Associate Creative Director
Ross Lyndon: ECD
Anna Murray: Account Director
Marcia Johnston: Creative Director
Jayesh Seth: Sr. Art Director
Ammad Ali: Sr. Motion Designer
Vishnu Rajashekharan: Production Head
Hala Ghazal: Sr. Animator
Majed Radwan: Sr. Arabic Copywriter
