- Two-time Oscar-winning filmmaker Sharmeen Obaid Chinoy collaborates with Gucci to celebrate 10 years of Gucci CHIME and direct a star-studded campaign.
- Gucci CHIME, a foundation promoting gender equality, features global ambassadors like Julia Roberts, Serena Williams, and Alia Bhatt.
- Gucci’s Sound of Change: LIVE concert in 2013 raised $3.9 million and marked the beginning of a decade-long journey impacting the lives of 635,000 girls and women across 92 countries.
Two-time Academy Award-winning filmmaker Sharmeen Obaid Chinoy never fails to impress us or leave a historic mark, which evidently places Pakistan on the map.
After winning an Oscar for Pakistan and introducing the world’s first Pakistani-origin Mulsim hero, Sharmeen Obaid Chinoy has now collaborated with the world-famous brand Gucci to celebrate 10 years of Gucci CHIME.
Gucci CHIME is a foundation by the global brand that works towards gender equality and has a number of global ambassadors including A-List celebrities and stars like Julia Roberts, Serena Williams, Salma Hayek, Alia Bhatt, and many more.
Sharmeed Obaid Chinoy received the opportunity to be behind the camera and direct some of the biggest names in the world for this campaign, 35 to be precise.
Chinoy posted a teaser of the series on her Instagram announcing the collaboration with a caption reading, “When we got everyone in their chairs and the cameras started rolling the conversations always ended with people saying we have to ensure that the world moves towards gender equality! In the fight for a more gender-equal world who do you chime for?”
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Sharmeed Obaid Chinoy X Gucci CHIME
Sharmeen Obaid’s association with Gucci CHIME is not new, she has been an essential part of Gucci CHIME as a Advisory Board member and collaborator. This partnership is to honour a decade of impact and share what equality means to the well-known and beloved stars.
The videos are punctuated with personal anecdotes from the participants on their life experiences and hope for the future.
There are also some new Gucci faces such as Idris Elba, Julia Garner, Halle Bailey, Alia Bhatt, Serena Williams, Jodie Turner-Smith, CHIME Advisory Board members Tanya Compas and Maryangel Garcia-Ramos, and activists Amanda Nguyen, Vee Kativhu, and Jaha Dukureh.
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Gucci’s Sound of Change: LIVE concert on June 1, 2013, held at Twickenham Stadium in London, marked a significant milestone in advocating for global change. Featuring iconic artists like Beyoncé, Florence Welch, John Legend, and Jennifer Lopez, the event reached an astounding one billion viewers worldwide. The concert successfully raised $3.9 million to support the empowerment of girls and women across the globe.
This groundbreaking concert was the first of its kind, aiming to raise funds and awareness for gender equality. Its immense success foreshadowed the impactful work that was yet to come. Over the span of ten years, Gucci Chime has raised a remarkable $21.5 million, transforming the lives of 635,000 girls and women across 92 countries through the implementation of more than 500 projects. This incredible achievement has been made possible through collaboration with 185 non-profit partners.
To celebrate this journey, Gucci will be streaming the films related to these initiatives on their social media channels and official YouTube accounts.
SOC Film’s first international undertaking, a short documentary titled ‘Humaira: The Dream Catcher’, premiered at the CHIME FOR CHANGE campaign press conference held at the Soho Hotel in London on 26th March 2013.
While at the premiere of the film ‘HUMAIRA’, Sharmeen Obaid-Chinoy said, “As a social justice documentary filmmaker I wanted to make a film about education that would make audiences sit up and smile with hope. Humaira Bachal’s life and struggles to provide education to the young women in her community are inspiring not only because she leads from the front, but also because her no-nonsense attitude forces the men in her community to listen to what she has to say. I think her message would resonate with people around the world, especially women on the front lines who risk their lives every single day to kick open new doors for the next generation.”
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