360 Launch
Classical Arabic poetry’s a huge part of Middle Eastern history and pop-culture, with celebrity poets and TV shows. And the Bedouins have been writing about GMC for years. So to introduce the all-new Yukon, we let their actual verses lead the way, ultimately giving both the Yukon and poetry community a wider audience than we ever thought possible.
Through the pandemic freakout, this was my elixir – an international collaboration of artists that people loved.
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Agency: Fp7 McCann
CD/Copy: me
CD/AD: Claudia Canas
ECD: Fouad Abdel Malak
PR-Social-OOH-Entertainment Collaboration
159+ ENTRIES and 8.1M VIEWS
Together with McCann, CARAT and Rotana Khaleejia, GMC invited poets and fans to tweet their own GMC verses. Top poems appeared on huge billboards during Saudi Arabia’s Poetry Month, and the winning poet got to share their verses with a nationwide audience on TV – a first for the MENA region.
EP
We had plans to bring a Bedouin poet to a studio in Europe and document the whole thing, but the Saudi borders closed for COVID a few days before. So…no film, but everyone’s alive. So that’s good.
The full length EP played on the airwaves, streaming platforms, and clubs as life opened up post-lockdown. The EP is an international EDM collab featuring DJ Unders, Noraj Cue, and Ape Chimba - mixing modern and classical instrumentation from Amsterdam, Ibiza, and Saudi Arabia.
Critics agree!
When I’m questioning my life choices, re-reading gushy PR is a hug for the ad-bruised soul.
“It’s a veritable feast for the senses...pure poetry in motion ”
“the power of spoken word with a propulsive score by EDM superstar DJ Unders, takes the centuries-old Bedouin tradition into the 21st Century.”
“At once timeless and wholly modern, sure to enthrall and delight”
The real deal
Found this researching the GMC truck club meetings in Riyadh. Sheisha, tea, poetry and trucks. Arab masculinity at it’s finest.
