#TB #RaedAidi

A group of great people working for a great establishment.

They each had a story to tell…
I just gave them a platform…
English Arabic
The market leader with the most subscribers…
How can we say it without sounding arrogant?
I said we don’t… let others say it
I’m with Zain…
…and so is everyone
Audiences proved me right… and so did the judges
The price of gas went up… and the public mood went sour
 Social activists wanted to do more than just criticize… they wanted
to bring people together to make sure the poor could still afford the
gas they use to stay warm during the winter…
 I was happy to give this noble initiative a name…
2 words that mean “we are all each other’s support”
…an Ad that
was titled
“Alphabets
of a nation”
…and make a song and dance of it
Some would argue, however, that nothing brings Jordanians together
like a good Mansaf 
When I was asked to market micro-financing for the underprivileged,
I went looking for insights where the audience were…
 …and found the cutest model ever…

…who also turned out to be the muse behind the copy

Grandma is better now
Dad fixed the house
Not many people were laughing when the financial crisis hit… so my
client wanted to offer some comic relief… even if a bit self-serving 
The new identity of QAPCO was visually reached… now remained the
tagline that would sum up the essence of the brand & it’s products
With such a solid line, coming up with copy was a walk in the park…
for TV…
…and print
My part
Pitch winners.
Convincing the all-female
client staff of this one was
a sizable challenge… but
thankfully, they were brave
enough to go with it
2006…
Turning artwork into a
message of hopeful
defiance.
Second intifada… Palestinian children were portrayed as
combatants…
We wanted to show something else… potential
The client insisted on the
horrific medals…
however, the play on
words earned this piece a
bronze in Jordan’s Ad
awards… not a total loss
This one was for a
more serious
educator
 I preferred this one…

Our offer is
333% sweeter
…but this was the client’s preferred option
HOPE FOR A BEAUTIFUL
WORLD… AND A SMILE
THAT KNOWS NO
IMPOSSIBLE.

solely inspired by this

brave girl’s smile.
The client was so pleased with the messages developed for their
“inspired by Qatar” campaign…
…they entrusted this humble writer with naming their Islamic
services…
…and the many messages that followed.
…up to harvesting handsome dividends.
While others inspire you to see things that are not there.
If I had a car for every automotive client!
Sporty by nature
A change that can’t be contained
Leveraging QNB’s sponsorship of ASIAD 2006 was a thrill…
…but changing the positioning of one of the world’s biggest banks by
changing one word was equally exciting
I was presented with great visuals and asked to give them Life…
…and the idea gained a life of its own
I sometimes had to
check facts like Do
Peacocks Fly?
And whether a really big prize
can be called a Giant one.
You can never work fast enough for some clients!
while other clients inspire you to see things that are not there…
…but every client deserves great results.
 Thanks for taking the time…
(I wrote this one for all the busy people – enjoy the music if you don’t speak Arabic)