Where do you stand?

www.raseef22.net

Idea: Raseef22 was looking to create, launch, and establish its identity online as a unique and multilingual news platform that seeks controversy and provocation in a world of extremely polarized (and predictably boring) content. We used the Arabic word “Raseef,” which means “Sidewalk,” as a cornerstone of our launch campaign to promote the brand’s stance and mission on the one hand, and prompt the audiences to ask themselves where they stand, on the other hand. The launch also worked as a good recruitment tool.

Task: Conceptualization, brand idea and slogan, online launch copy on website and SM in Arabic and English (website moved to a different domain after the launch)

Agency: Wunderman Thompson (2014 and 2015).