Mar­ket­ing Di­rec­tor, Fawaz Hold­ing (Ab­so­lut)

ArabAd - - COVER STORY -


When I was briefed by the Arabad team on the poster de­sign con­test with a sub­ject that is dear to ev­ery Le­banese cit­i­zen, I was ex­cited to jump on the oc­ca­sion to be part of the judg­ing panel; we had just fin­ished the Ab­so­lut Vodka cam­paign “Civil Love” that was all about Tol­er­ance in a coun­try that is di­vided by a lot of dif­fer­ences, and I was very pleased to see the level of cre­ativ­ity within the pro­posed work, both by the pros and the stu­dents. You feel there is a lot of frus­tra­tion build­ing up on this mat­ter and there is noth­ing bet­ter than art to ex­press these kinds of sen­ti­ments, to over­come the un­said or what some un­for­tu­nately still con­sider taboo. There was a lot of craft visu­ally and con­cep­tu­ally, which re­in­forces the tal­ent within the pro­fes­sion­als as well as the young gen­er­a­tion whose mo­ti­va­tion is very tan­gi­ble. Art is a tran­scen­dent means of self-ex­pres­sion, I truly be­lieve it could bring peo­ple to share and par­take in a mul­ti­tude of ways to ac­cept each other. there­fore keep ex­pressin your­selves and em­brac­ing the dif­fer­ences in one an­other as it can only bring a richer sub­stance.


1) PROS: de­sign, tech­nique and safe ; 2) Stu­dents: Raw, dar­ing, wit

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