"Mabrouk Kbirti" is Arabic for "Congrats! You've grown up."
It's what moms, grandmas, and even dads say to girls when they get their period in Saudi. But that phrase really means, "you can't act or look like a kid anymore".
Dove wanted to get parents to stop putting pressure on girls the second they get their period, so they asked us to develop a film to tackle the issue.
But because it was launching in Saudi, we couldn't directly call out parents and we couldn't say the word period.
Oh, and it had to be all in Arabic.
I worked with a badass team of Arab female creatives to figure out how to answer this nearly impossible brief, coming up with a script and concept that's powerful in both Arabic and English.
Creative Director: Nour Deeb
Associate Creative Director - Art: Maram Ashour
Business Director: Ishana Tolani
Senior Account Manager: Soraya Jamaa