THE VICE IS RIGHT

Campaign Middle East - - FRONT PAGE -

Youth-cul­ture film her­alds me­dia brand’s re­gional launch.

On Novem­ber13, the newly formed re­gional head­quar­ters of global youth-me­dia brand Vice launched in the Mid­dle East with a video pro­duc­tion, Bil Arabi ( In Ara­bic), a 60-minute film about Arab youth. The project was the first piece of con­tent to be un­veiled as vice.com/ar goes live in the re­gion.

Filmed across 12 cities in Saudi Ara­bia, Syria, the UAE, Le­banon, Iraq, Jor­dan, Egypt, Tu­nisia and the Pales­tinian oc­cu­pied ter­ri­to­ries, Bil

Arabi “doc­u­ments vast vis­ual land­scapes and wide-rang­ing opin­ions and voices, shin­ing a light on a grow­ing youth de­mo­graphic tra­di­tion­ally un­der­rep­re­sented by main­stream me­dia,” said Vice.

Is­lam Al­rayyes, ed­i­tor in chief of Vice MENA, said: “An hon­est, in­sight­ful col­lec­tion of per­spec­tives from a rapidly chang­ing re­gion, Bil

Arabi serves as a touch­ing trib­ute by and for Arab youth. Cap­tur­ing their fears, emo­tions, hopes and dreams, it’s tes­ta­ment to the im­por­tant work we’ll aim to do at Vice Ara­bia in rep­re­sent­ing the many voices of young peo­ple across the re­gion.”

Ad­di­tional con­tent to be pro­duced in the re­gion will span Ara­bic life­style and en­ter­tain­ment ed­i­to­rial and orig­i­nal video con­tent, with lo­cally cu­rated ar­ti­cles to be trans­lated and pub­lished across all of Vice’s global plat­forms. Al­rayyes will lead a team of writ­ers, ed­i­tors, di­rec­tors and pro- duc­ers in over­see­ing all fu­ture con­tent out­put. He pre­vi­ously acted as ed­i­tor in chief of Sport360’ s dig­i­tal op­er­a­tions and head of dig­i­tal con­tent at Abu Dhabi Me­dia, be­fore co-found­ing dig­i­tal me­dia con­sul­tancy Grav­ity Seven.

In ad­di­tion to its ed­i­to­rial and con­tent di­vi­sions, Vice Ara­bia will house the re­gional hub of Vice’s multi- award win­ning in-house cre­ative agency, Virtue World­wide. Ex­pand­ing Virtue’s port­fo­lio and work­ing with some of the re­gion’s big­gest brands, the new Mid­dle East op­er­a­tion will de­liver story- l ed multi-plat­form con­tent cam­paigns, un­der the lead­er­ship of newly ap­pointed EMEA CEO, Rob Newlan, for­merly of Face­book.

Bil Arabi: Vice Ara­bia’s first film fo­cuses on Arab youth

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