It is interesting how the Arabic language is such a feminist language. Using the khasra accent, the words become feminine. This campaign invites people to “break the habit” in a simple, accessible way. There is a lot of word play and that’s why I love it so much.
Watch the English version of the ad:
OVERALL PROJECT GOAL
The project aims at introducing changes at the national level to the existing concepts, policies and approaches in addressing the needs of women as a disadvantaged and discriminated against entity.
“We generated awareness as, although this language’s subtlety is understandable by everyone, nobody had ever thought to use the Arabic language in such a manner, and people were very receptive,” says executive creative director Bechara Mouzannar.
The Khede Kasra campaign by Leo Burnett won 5 gold and 2 silver awards at the International Dubai Lynx Festival.
On another very differrent note, Kevin Rose (digg.com) and Jesse Jacobs (Samovarlife.com) put together a Tea Starter Kit for people that are interested in getting into or just trying out high end quality tea. In this video, you can watch and learn how to brew Ryokucha Green Tea, Maiden’s Ecstasy Pu-erh Tea and Samovar Masala Chai Black Tea Blend. link: http://samovarlife.com/kevin
Tea Starter Kit
If you are a tea drinker in Kuwait, be sure to check out The English Lounge at the Avenues (Phase II) or at the Sheraton Hotel.
I love the campaign idea, wonder if it’s going to kick off here!
I’m still watching the tea video, the names are all foreign to me, I go to the tea place in gallery 2000 and just be overwhelmed and pick based on its affects, one that helps you sleep, tummy troubles, etc ;P can’t memorize the content! That should be a good motivation for me to switch off coffee
I seriously don’t understand it! Even if we read it in a masculine way that doesn’t mean women are excluded! Is this a new way to ruin the already ruined language?
Excuse me, but feminism is pushing it too far! I can only imagine we start writing “????/????” like in English when we say “he/she”. Haida yali kein na2is! Allow me to speak in Lebanese accent, leish ma tbalshou te5do kasra w tfakro b3a2leneye shway?