We are thrilled to share that We Are Ayenda, our documentary created in partnership with WhatsApp and agency Modern Arts has been awarded the Grand Prix for Entertainment at the 2024 Cannes Lions Festival of Creativity, celebrating the most groundbreaking word in creative marketing. We Are Ayenda tells the extraordinary story of the Afghan Youth Women’s National Football Team and their remarkable escape from Afghanistan after the Taliban took power in 2021.
The film was also honored with two Gold Lions – Entertainment: Non-Fiction Film: 5-30 Minutes and Entertainment Lions in Sport: Film Series and Audio, respectively; a Silver for Film: Media & Entertainment; a Bronze for Entertainment Lions in Sport: Brand Storytelling; and was shortlisted for Entertainment Lions for Sport: Diversity & Inclusion in Sport, and Glass: The Lion for Change.
The film follows the profound relationship that develops between Farkhunda Muhtaj, the former captain of Afghanistan’s women’s national football team and humanitarian activist, and the members of the women’s youth team. Despite never having met in person, Muhtaj leads the young women to safety via WhatsApp texts and voice messages, which are woven throughout the documentary to retell their story.
“We are proud to have produced this important documentary and help bring more attention to the incredible bravery and unwavering spirit of Farkhunda and these young women,” says Eric Stern, Partner, Managing Director and Executive Producer of Anonymous Content. “We are honored to have worked alongside all of our partners on this project and brought more awareness to this incredible story.”
In a statement from Cannes Lions, Entertainment Lions Jury President Geoffrey Edwards, Managing Director, Creative at Gale US, said: “‘We Are Ayenda’ is a powerful documentary film for WhatsApp, telling the story of 25 members of the Afghanistan Jr National Football team. We follow how they navigated their escape during the Taliban takeover of the capital city of Kabul in 2021 by using the safety features on WhatsApp. The film represents hope and demonstrates a perfect marriage of narrative storytelling with the brand playing a central and critical role. Stories like this represent the power that brands and entertainment have to Impact real change in the world.”
