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BlackBerry x Wojhat Al Ibda3
Digital Ape Media, in partnership with BlackBerry, recently shone a light on the creativity in Saudi Arabia in web series and site dedicated to the emerging creative industries led by the youth. The Arabic-only platform took 5 everyday creators and made a series of 15 videos about their journey in their respective fields.
Starting in August 2012, the Wojhat Al Ibda3 (Creative Destination in English) platform aimed at looking at the young creators in Saudi Arabia and how their passion has become their business. From YouTube stars, to cartoonists, the series looked at the creative pursuits, challenges and inspiration that follows these 5 creators as they go about their work.
BLACKBERRY
BlackBerry, aside from supporting the platform, also supported the artists involved by using a mix of PR and outreach to ensure that the talent the creators had didn't go unnoticed. Of course, there was a commercial side to this platform, and in this case it was showing that no matter the creativity required, the business side of their passion had to be managed - whether it was email, BBM or staying in touch on the go, BlackBerry was a common thread to all of these creators.
Check out one of the videos of cartoonist Muzaini at work below, or click to see the Wojhat Al Ibda3 platform.
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Nike x Sneakerheads
Nike, the leading sportswear manufacturer, wanted to build the profile of the sneaker-collecting sub-culture in the region & particularly in Saudi Arabia. triplew.me was able to rise to the challenge with great results for the brand.
In the lead up to Dubai-based sneaker event 'SoleDXB', Nike wanted to highlight the sneaker collecting culture in the Middle East. Of course, while the home market in Dubai was easy, not so easy is finding these people in Kuwait and Saudi Arabia.
Nike asked triplew.me to find several sneaker collectors from those markets and try to photograph them using photographers from triplew.me's 'Makshoof Photography' platform.
The results were stunning. From the male collector in Al Khobar in KSA who has over 140 pairs of sneakers, to the female collector in Jeddah - we found them. Photographers from Saudi and Kuwait then shot them and displayed them on triplew.me's Makshoof Photography platform over the course of 1 month.
You can check the results here, or take a look at the gallery below for more.
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Ray Ban x Homegrown To Hollywood
triplew.me’s Makshoof Music platform recently re-launched itself with an amazing promotion – send an act from the Middle East to California to visit Capitol Records and play a gig. The opportunity attracted a lot of the Middle East’s music talent.
Running over summer in 2011, the opportunity aimed at shining a light on the Middle East musicians to people in the Middle East. Promoting the opportunity via a on-site campaign and supported by a large messaging campaign, the short-run saw:
- Over 100 artists upload over 1,000 songs to the platform;
- Music for all genres – from hip hop to rock and everything in-between;
- Important media partnerships were formed during the process;
- triplew.me developed its ‘Music Insider’ platform of original content for local musicians to make the next step;
- EMI, the international record label, became a partner in the platform; and
- Sustained media campaigns allowed for more people to discover talent from within the Region – in Arabic and English.
The winners, selected by an international panel, were Lazzy Lung from Lebanon. Demonstrating that they could promote themselves, interact and develop the platform (in addition to have melodically good songs), they go the judges votes.
RAY-BAN
Supporting the band and their trip to Los Angeles was the iconic sunglass brand Ray-Ban. The brand has a long heritage of supporting music and this was their first step into the Middle East music scene, and by supporting the trip, the brand received content in the form of videos and special channel on triplew.me. More importantly, their support of the band is now assured and yet another success story is on the way thanks triplew.me.
100% original music? In the Middle East? Of an international standard?
Discover more today. Makshoof Music.
Check out some of the footage we took below, or click to see Ray-Ban's brand channel on triplew.me.
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- Written by The Digital Ape
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The Daily Notes x Samsung
Samsung, in launching their Galaxy Note smartphone asked triplew.me to find three film-makers from its Makshoof Film platform to create three films about three very different scenarios - with one thing in common. The Galaxy Note was the enabler to a life-changing moment.
Running over the course of one month on a specially-created brand channel on triplew.me, the videos were interacted with via a Facebook connection - allowing a greater number of people the opportunity to see the films and share their favourites.
Check out the implementation here.
Check out the film 'The Cupidest Thing' by Sharjah-based film-maker Faisal Hasmi below.
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Middle Eastern Photography
Photography is one of the most widely pursued hobbies in the Middle East. Relatively accessible, easy to learn and relatively easy to engage with, our photography platforms carries a reach and passion that
Our Middle East Photography competition asked photographers from all over the Middle East to be creative about what the word ‘Home’ meant to them.
They were then asked to submit a gallery of images that best responded to that brief – somewhere between 5 and 15 images – that could be viewed as a complete story, and not just a one off photograph.
The galleries were then shared, commented on and real feedback received as our resident photographers gave important tips along the way to turn our photographers into better photographers – and perhaps taking that all-important next step to turn a hobby into a career.
Run over the course of 2 weeks, we had over 130 galleries submitted and found out some very interesting information about our photographers – about what they liked, saw and hoped for. But that’s a story for a different day.