Coca-Cola 2020 ad.... OK, the ad has everything going for it. Remember, Santa Claus as we know it is a Coca-Cola creation. The director is Taika Waititi, the production is enormous. Everything in it is truly up to scale until the last frame. Sadly it made me feel as if it was a paint by numbers: What can we do to make it more exciting? (Add a whale) What can we do to add a twist? (Open the letter) What can we do to make it more impressive? (Add a snow scene). Watch the ad here. And then compare it to the beautiful, authentic, heart-wrenching Almosafer Ramadan ad (watch here). On the bright side, the Coke Santa Claus truck is back.
Showing posts with label Almosafer. Show all posts
Showing posts with label Almosafer. Show all posts
Thursday, November 12, 2020
Sunday, May 24, 2020
Al Mosafer: stories of Mecca
Today, as we know marks the beginning of Eid; a celebration that’s observed by 1.8 billion Muslims around the world. And as we know, It’s tradition among Muslims to visit Mecca during Ramadan and Eid - for prayers to observe the two religious celebrations as well as for Umrah (the year-round pilgrimage).
But this year, due to the situation and the health crisis owing to COVID-19, Mecca is under absolute lockdown, even during Ramadan and Eid. Even people living in Saudi Arabia cannot travel to Mecca. This has never happened in our lifetime. With these lockdowns and travel restrictions prevalent in Saudi Arabia, Ramadan 2020 and Eid 2020 are uniquely challenging, on a spiritual and emotional level, for those who follow the faith.
So, on the occasion of Eid, Al Mosafer (yes, the same one that brought us the incredibly moving Ramadan ad last year), a travel platform from Saudi Arabia, decided that if people can't travel to Mecca, their stories of Mecca can. Memories of Mecca are brought to people, in a film made by people themselves, titled ‘Stories of Mecca’.
Given that the film couldn’t be shot due to lockdowns in Mecca, a campaign on social media launched during Ramadan invited people everywhere to share their memories of Mecca. People from 52 countries contributed. Over 10 hours of stories were sifted through and then, the selected shots were stitched together in a film that’s told through the format of social media stories about Mecca. Because even though Mecca may be locked down, its stories will go on.
But this year, due to the situation and the health crisis owing to COVID-19, Mecca is under absolute lockdown, even during Ramadan and Eid. Even people living in Saudi Arabia cannot travel to Mecca. This has never happened in our lifetime. With these lockdowns and travel restrictions prevalent in Saudi Arabia, Ramadan 2020 and Eid 2020 are uniquely challenging, on a spiritual and emotional level, for those who follow the faith.
So, on the occasion of Eid, Al Mosafer (yes, the same one that brought us the incredibly moving Ramadan ad last year), a travel platform from Saudi Arabia, decided that if people can't travel to Mecca, their stories of Mecca can. Memories of Mecca are brought to people, in a film made by people themselves, titled ‘Stories of Mecca’.
Given that the film couldn’t be shot due to lockdowns in Mecca, a campaign on social media launched during Ramadan invited people everywhere to share their memories of Mecca. People from 52 countries contributed. Over 10 hours of stories were sifted through and then, the selected shots were stitched together in a film that’s told through the format of social media stories about Mecca. Because even though Mecca may be locked down, its stories will go on.
What I truly love about the film is how genuinely moving it is. The images are not professionally shot but in the amateurism one can be truly awed by the experience. With this, best wishes for the Eid to anyone celebrating it, and I know the circumstances in Lebanon are not ideal but we forge through!
Labels:
Almosafer,
digital media,
lockdown,
Mecca
Subscribe to:
Posts (Atom)


