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campaignsoftheworld · 5 years ago

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Buy With Your Time | How IKEA literally transformed time into money

Numerous philosophers have hypothesized time to be a more valuable currency than money. However, none has ever equated both. With IKEA’s recent campaign called Buy With Your Time, a furniture brand has done what the philosophers failed to do. The campaign, conceptualised by Ogilvy United Arab Emirates, was created in a bid to reward customers for travelling to IKEA stores that are typically located on the outskirts of cities. The location of the newly opened second store in Dubai further cemented the logic behind the campaign. Customers were allowed to purchase real store items using the travel time disclosed by their Google Maps Timelines. The campaign received ample traction ever since its inception and exemplified how initiatives aimed at customer welfare can double up as exemplary marketing one-offs. We are confident that this campaign’s resultant benefit to IKEA’s brand image will reflect in future sales. Credits AGENCY: MEMAC Ogilvy Dubai Campaign: Buy With Your Time Brand: IKEA CCO: Juggi Ramakrishnan Group CD: Youssef Gadallah Creative Team: Nicolás López and Fernando Montero Client Team Leader: Hadi Ballout Head of Production: Amin Soltani Junior Producer: Ann Vaas Account Director: Preeti Hothi Account Manager: Alaa Nour Creative Director: Karim Sherif PR TEAM: Saad Abu Touq, Saintana Saad Production House: Goldmine Films Executive Producer: Madhup Agarwal Director of Photography: Miraj Mohamed Producer: Shaharbano Zaidi Production Assistant: Sara Abdullah / Armela Atun / Mahesh Pottavathini Administration & Accounts: Dona Vaas CLIENT: IKEA Al Futtaim GM Marketing, Communication & Interior Design: Carla Klumpenaar Regional Communication Manager: Amer Yaghi Regional Digital Marketing Specialist: Noha Gheith PR and Communications Specialist: Benita Chowdhury Tags: Outdoor Campaign, IKEA Ads, Best Ogilvy Ads (adsbygoogle = window.adsbygoogle || ).push({}); Read the full article

#BestOgilvyAds #BuyWithYourTime #IKEAAds #IKEAstores #MemacOgilvy #Ogilvy #outdoorcampaign #UnitedArabEmirates

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jordanianroyals · 4 years ago

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King Abdullah II entrusts Rifai with chairing Royal Committee to Modernise Political System

10 June 2021

King Abdullah II sent a letter to Samir Rifai, entrusting him with chairing the Royal Committee to Modernise the Political System. The committee’s mission will be to put forward new draft election and political parties laws; look into the necessary constitutional amendments connected to the two laws and the mechanisms of parliamentary work; and provide recommendations on developing legislation regulating local administration, expanding participation in decision-making, and creating a political and legislative environment conducive to the active engagement of youth and women in public life. The committee is composed of 92 members from diverse political, ideological, and sectoral backgrounds. (Source: RHCJO) Following is the English translation of the letter:

“In the name of God, the Compassionate, the Merciful, Your Excellency Samir Rifai, Peace, God's mercy and blessings be upon you, I convey to you my greetings and best wishes of success, having known you for many years as a Jordanian devoted to the homeland, who has worked diligently in various positions and devotedly shouldered the responsibility, out of a belief that Jordan’s interest is your one purpose and compass. Today, with Jordan on the threshold of a new phase of progress and modernisation, I hereby entrust you with chairing the Royal Committee to Modernise the Political System. Its mission will be to put forward new draft election and political parties laws; look into the necessary constitutional amendments connected to the two laws and the mechanisms of parliamentary work; and provide recommendations on developing legislation regulating local administration, expanding participation in decision-making, and creating a political and legislative environment conducive to the active engagement of youth and women in public life. Your Excellency, Modernisation and development are characteristics of active states and peoples, and our dear Jordanian people have always been at the forefront of those seeking progress and reform. I am proud of what our nation has achieved over its long history, and I feel duty-bound to continue the process of development to guarantee Jordanians’ right to engage in a parliamentary and political life that enhances their democracy and way of life and contributes to fulfilling their aspirations, as our state embarks on its second centennial. We are determined to bring about a qualitative leap in political and parliamentary life, in a manner that guarantees the objectives and aspirations for the future. We expect you to come up with a legislative framework to set the grounds for effective partisan life capable of persuading voters with its platforms, leading to a parliament built on platform-based blocs and currents, and establishing for an advanced phase in the way the executive branch exercises its responsibilities, in accordance with the Jordanian Constitution. It is of importance to us that your honourable committee pay attention to the role of youth and explore means of motivating their engagement in partisan and parliamentary life, while empowering women’s active engagement and promoting the values of good citizenship—in terms of rights, duties, freedoms guaranteed by legislation, and the full adherence to the rule of law. Here, I find it necessary to underscore that the seven discussion papers I put forth for public debate years ago, and the attention they received, could guide your efforts and contribute to mapping out the future of our country and people. I guarantee before all Jordanians that my government will adopt the outcomes of the committee’s work, and will submit them to Parliament immediately without any interventions or attempts to alter or influence them. Your responsibility today entails putting forward consensually agreed on draft laws that guarantee gradual transition into the full realisation of future goals and the fair representation of citizens across the nation, while serving citizens in current times and foreseeing developments in their lives and their future. Today, we take our first step into the state’s second centennial, and we want our national history to record that it started with a dedicated, earnest national effort towards further development and progress. Your Excellency, I am awaiting the outcome of your work, which shall include the recommendations and proposed draft laws, provided that their date of submission would precede the convening of the next ordinary session of Parliament. We have selected Your Excellency to chair the Royal Committee to Modernise the Political System that shall include the following members: 1. Minister of Political and Parliamentary Affairs 2. Saleh Irshaidat 3. Amin Mahmoud 4. Samir Habashneh 5. Abdul Rahim Okour 6. Ahmad Tbeishat 7. Bassam Haddadin 8. Walid Masri 9. Mohammad Momani 10. Reem Abu Hassan 11. Mazen Qadi 12. Khawla Armouti 13. Haditha Khraisha 14. Ahmad Abbadi 15. Mohammad Abu Rumman 16. Fares Braizat 17. Mustafa Hamarneh 18. Madallah Tarawneh 19. Samar Haj Hassan 20. Yasser Otoum 21. Hamzah Mansour 22. Mohammed Arslan 23. Hussein Queisi 24. Khalid Bakkar 25. Jamil Nimri 26. Mohammad Dawaimeh 27. Wafa Bani Mustafa 28. Abla Abu Olbeh 29. Khamis Atieh 30. Adnan Al Sawair 31. Mustafa Yaghi 32. Ali Sneid 33. Amjad Al Khattab 34. Reem Abu Dalbouh 35. Kais Zayadin 36. Khaled Ramadan 37. Ibrahim Bdour 38. Ibrahim Abu Alez 39. Dima Tahboub 40. Faraj Etmezeh 41. Ahmad Shunnaq 42. Nathir Arabiyat 43. Sharaf Qudah 44. Zeid Kilani 45. Abdul Hadi Falahat 46. Ahmad Samara Zubi 47. Abla Amawi 48. Saed Karajeh 49. Laith Nasrawin 50. Wafa Khadra 51. Bushra Abu Shahout 52. Asia Yaghi 53. Mohammad Saqer 54. Bilal Tal 55. Ramadan Rawashdeh 56. Raed Adwan 57. Wael Saqqa 58. Ziad Majali 59. Muhannad Mubaidin 60. Yacoub Nasereddin 61. Orabi Rantawi 62. Zaid Eyadat 63. Musa Shteiwi 64. Hassan Barari 65. Amer Bani Amer 66. Amer Al Sabaileh 67. Hani Akhu Rasheedeh 68. Mohammad Farajat 69. Maysa Baidoun 70. Omar Al Jazi 71. Reem Marayat 72. Mohammad Sabbagh 73. Muna Sukhtian 74. Basem Sakijha 75. Batir Wardam 76. Zaid Nawaiseh 77. Ramzi Khouri 78. Maha Obeidiyeen 79. Adma Zureiqat 80. Jamal Raggad 81. Zaid Nabulsi 82. Alaa Kayed 83. Sultan Khalaileh 84. Fahad Husban 85. Rakan Rowad 86. Anas Bilieh 87. Mai Abu Idad 88. Ahmad Salman 89. Lina Aloul 90. Obaidah Farajallah 91. Abdullah Jbarah 92. Ahmad Sheikha Wishing you every success. Peace, God’s mercy and blessings be upon you. Your brother, Abdullah II ibn Al Hussein Amman, 10 June 2021.”

#King Abdullah II

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writingguide003-blog · 6 years ago

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Eritrean Novelist Haji Jaber: On Writing the Stories of the Falasha Jews

New Post has been published on https://writingguideto.com/trending/eritrean-novelist-haji-jaber-on-writing-the-stories-of-the-falasha-jews/

Eritrean Novelist Haji Jaber: On Writing the Stories of the Falasha Jews

Eritrean novelist Haji Jaber was recently longlisted for the International Prize for Arabic Fiction for his novel Black Foam. A translated excerpt of the novel — which follows a group of Ethiopian Jews, the “Falash Mura,” who are driven by poverty and desperation to emigrate to Israel in search of a better life — is forthcoming.

Ahead of that, Jaber and ArabLit editor M Lynx Qualey had a short dialogue over email about the novel, the relationship between investigative journalism and writing fiction, how Jaber learned to read, and more:

Why this topic? Why these characters?

Haji Jaber: This topic falls within the project I have been working on from the beginning; namely, shedding light on Eritrea and the Horn of Africa, on its people, history, and culture. The story of the Falasha Jews preoccupied me for a long time, but I refrained from starting on it until I had made the necessary preparations to write the work. As to the characters in Black Foam, they were necessitated by the text; their forms came in my imagination and I prepared them before writing.

Can you speak more about your research? Did you meet with Falasha Jews?

HJ: I was fortunate to receive an invitation to visit Ramallah and Jerusalem while in the middle of writing Black Foam. I dropped everything and flew there. Before that, I had put together a research plan to deepen my understanding of the past and present of Falasha Jews. I scoured book fairs in search of anything related to the subject. I asked friends and researchers, and I watched hours of documentaries. But none of this was comparable to going to see the Falasha and speak with them in Jerusalem. It was exciting to listen to their travails face-to-face, although, on the other hand, I then had to change my plan of action in accordance with this development. The main setting for events was shifted from Tel Aviv to Jerusalem, as well as some other things. But I did this with love, and I grew closer to the subject I was working on.

What is the relationship between your work as a journalist and your work as a writer? Is it a conflict? Or do they help each other?

HJ: I owe much to my work as a journalist; unlike my first novel, Samrawit, here I was writing about a place from the outside, which required the tools of investigative journalism I had honed and practiced at work. I collected documents, listened to witnesses, compared their testimonies, and then arranged it all in a narrative. The only thing I feared was that the novel would be influenced by my journalistic writing, so I took care not to confuse them.

Who is the audience for your books?

HJ: Allegedly, I write local stories about the scope of humanity that should be read by the world. I have experienced how literature doesn’t recognize borders or fences, and how it sheds light into dark places and onto the lives of those whose sufferings are paid no attention by anyone.

Do your family read your novels?

HJ: From the first, we are an oral family. My mother, who enrolled in an adult literacy school, left after a few years under pressure from my father, who seemed to have felt jealous of her surpassing him. So her current access to language doesn’t allow her to read my novels except with great difficulty. However, my mother has gone so far as to ask for copies of my work to be distributed at every occasion to her unlettered friends. My mother simply wanted to show off my books, I know, but I’m happy with her happiness. Now, at least one of my brothers is following everything I write, while my children can recognize the covers of my books without help.

What books did you enjoy as a child and a young man?

HJ: Unfortunately, I don’t have a history with children’s books. I learned to read and write late. I grew up in Saudi Arabia—which is where we migrated because of the war in Eritrea—without official papers, so I couldn’t find a school to accept me, despite all the efforts of my mother, who went around to the schools in Jeddah to no avail. I was past ten when she got my papers and enrolled me to study, and I began my journey in learning to read and write. My mother, for her part, joined adult literacy classes so she could follow my studies. We did our lessons together, and celebrated our successes together, until the day she stopped studying and I went on. I wrote about this part of my life in my first novel, Samrawit. On the other hand, I do remember that the neighbor’s daughter gave me the story of Sinbad. I was ashamed not to be able to read, and so I didn’t tell her—I just looked at the drawings.

When I grew up, I was influenced by many books. No book passed through me without leaving an impression, and there were more than I could count.

Do you write “political novels”?

HJ: I write about the people of my country, because they are a persecuted and suffering people, and so my novels come in this manner. I would like to write far from politics, but I would betray these people if I turned away from their issues. In Eritrea, we are still living outside history, enslaved to an oppressive regime in various forms, and all of this is considered the meaning of “homeland,” which is innocent.

Who are your favorite Eritrean novelists? What are your favorite Eritrean novels?

HJ: The Eritrean novel is still finding its feet. It’s true that there is more writing in recent years, but quality has not yet caught up to quantity. We all owe a debt to Mohamed Said Naud, author of the first Eritrean novel (Winter’s Journey).

How did you choose Dar al-Tanweer? Did they help edit the novel?

HJ: Dar al-Tanweer has a good reputation throughout Arab countries; it’s a house that’s rigorous in its choices, and I was lucky to publish my novel with them. I entered into a long discussion about the novel with the house’s director, Hassan Yaghi, and I agreed with some of his suggestions and rejected others. I’m satisfied with what was ultimately achieved.

And you teach creative writing?

HJ: I’m an accredited trainer at the Al Jazeera Media Institute in Doha, where I’ve conducted a number of creative-writing courses under the title, “Writing the First Novel.” I find I have a passion for it, and I enjoy talking about novel-writing. At the end of the day, I’m happy to help someone start out in their writing career.

Interview translated by M Lynx Qualey. All mistakes, etc.