ANAIS - Guilt Gifts Puppetry

PROJECT: ANAIS - Guilt Gifts Puppetry

AGENCY: Cheil Centrade Romania

PUBLISHED: March 2021

TEAM: ECD: Mihai Gongu // CD: Roxana Nita // CW: Alexandru Iliescu, Ionut Iordache // AD: Ana Tanasa

AWARDS:
Silver - Positive Change: Social Good @ Euro Effie Awards; Bronze - Brand Content @ Cresta Awards, Gold - Social Campaigns @ Internetics; Silver - Best Creative Idea @ Webstock; Silver - Best Use of Video @ Webstock; Grand Prix | Best Campaign @ IAB Mixx Awards; Gold | Best Non-profit Campaign @ IAB Mixx; Gold | Best Branded Content Campaign @IAB Mixx

Actual guilt gifts perform in emotional puppetry aimed to raise awareness against domestic abuse.

We created yet another campaign for ANAIS Association to educate women about being in a poisonous relationship and asking for help.

We launched Guilt Gifts Puppetry, a series of experimental puppetry plays that uses toys belonging to real victims. Its eight short plays replicate true cases of women affected by domestic violence. The stories reveal the damaging ramifications of “guilt gifting” and how through it, aggressors manage to deepen the victims’ traumatic experience. The episodes are available on http://guiltgiftpuppetry.com where the public is invited to contribute with a donation to watch them. The funds will finance ANAIS projects supporting the victims.