“When I put on the hijab, I become defined by it. I'm seen as just another hijabi and people don’t bother to understand me on a deeper level.”
Virtue & Rejoice collaborated to go beneath this generic & reductive narrative of the hijab to amplify the richness & breadth of individual hijabis.
We poised a rallying cry for Gen Z hijabis to express their individuality with confidence by petitioning for more hijab emojis. To drive real change for hijabi women in Malaysia, we raised awareness on the issue with a social campaign and a change.org petition.
We even submitted an emoji design proposal to the Unicode consortium which is in charge of developing the emoji keyboard. And while waiting for real change to happen, we created our hijab emojis as GIPHY stickers to address this representation gap on the emoji keyboard.
client ― p&g rejoice
agency ― virtue worldwide
year ― 2021
executive creative director ― ciaran bonass
group creative director ― sudhir pasumarty
Creative ― Dini Lestari, Yara Boraie
art direction & design ― choi hyojung
Shortlisted at Spikes Awards 2022
Honoree at Webby Awards 2022