White Suits Girls

Creative idea

The 'White Suits Girls' campaign powerfully replaced the traditional white wedding dress with a white judo uniform (judogi) as a symbol of empowerment, targeting young girls at risk of early marriages in Azerbaijan. The campaign's creative twist was to show a short film where a father, initially considering an early marriage for his daughter, surprises her with the white judogi instead. This impactful idea resonated widely, inspired girls to join judo, and led to remarkable results, doubling the number of participants within a month. The campaign symbolized freedom, aspiration, and the prevention of early marriages.

Brand name: Azercell & Azerbaijan Judo Federation
Advertiser / client: Azercell & Azerbaijan Judo Federation
Product / service: Preventing child marriage
Campaign name: White Suits Girls
Agency network: INDEPENDENT AGENCY
Agency: Endorphin
Media agency: Endorphin
Digital agency: Endorphin
Additional company: PicMus
Production company: PicMus
Web address: http://www.qizlaraagyarasir.az
Executive creative director: Orkhan Kerimov
Creative director: Farhad Shabanov
Art director: Ramin Farzullayev
Copywriter: Sabina Rustamli, Farid Asgerov
Designer: Anar Abasov
Account director (agency): Rabiyat Heydarli
Client account director: Nigar Shikhlinskaya
Media director: Narmina Mammadova
Photographer: Orkhan Mammadov
Illustrator: Samanta Kadyrova
Film production: PicMus
Director: Elkhan Jafarov
Director of photography: Rauf Gurbanaliyev
Music: Islam Shirvani
Screenwriter: Sabina Rustamli, Farhad Shabanov, Orkhan Kerimov
Agency producer: Rashad Karimli
Post production: Vusal Rustamov
Digital production: Bahruz Gurbanli
Digital strategist: Sahila Zeynal
Digital creative: Mushfig Shiraliyev
Additional company: Motion Designer: Murad Mamedov Developer: Kamran Baylarov