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Joseph Maalouf
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Last week, Renault Egypt dropped a new video online with the sole purpose of showing that our car lingo is French. While this isn’t anything new—I’ve personally learned about this back in high school— pairing this insight with the french automaker is a…

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Every year, Cannes Lions is when the entire advertising industry looks back on the previous year and reflects on the state of the industry. Here’s a roundup at what we learned from this year’s winners in the MENA region. Challenge cultural normality…

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Watch out teta Latifé, there’s a new teta in town. In an effort to promote 24 hour electricity in Zahlé city, EDZ—a private energy utility—filmed a 50 second spot of one of their very own employees: Teta Samira. The video comes off as authentic…

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Isn't it supposed to be shoes?

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London Calling is a web series created for M&S (Marks & Spencer) Arabia by Olive Tree Productions, a television and film production company based in Beirut. It follows the video calls and journals of  a typical dispersed Lebanese family with the main…

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#NewPost Castania welcomes the new year with change!

Castania Nuts ends 2014 by parting ways with their childish tagline “t3eesh w ma tekoul ghayra” and subsequently taking a more mature tone of voice. The new tagline reads ‘ta3o na3moul shi’ (let’s do something), a common Lebanese phrase when a group of…

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Mind Games: How Apps Are Manipulating Your Behavior

Gamification is the process of taking successful elements from games and thoughtfully applying those on other situations, such as an app. Techniques developed from games can include: Rewards & Achievement Badges Ranking & Leaderboards Competition This…

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Wearing the hijab does not mean you cannot be hip. A group of women who identify themselves as the “Muslim hipsters” have initiated a trend across the Interweb with their unconventional style, within the limits of conservative clothing. They are bold,…

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