2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The Arabian Eye is a celebration of the ‘Arab Identity’. It is a tribute to the true meaning & essence of ‘Al Ourouba’ (‘the Arab Identity’ in Arabic), one of the oldest ideologies of our history. Over time, it has often been misused by radicalised Arabs as an Islamist ideology, but in fact it is a celebration of the unity of Arab values and culture, regardless of religion. In this film, the Arab youth of today is called upon to unite under one secular & progressive vision of tomorrow. And so, in all their diversity, beauty, traditions, faiths & walks of life, young & dynamic Arabs come together to form an iris, when seen from above, symbolically representing a united ‘vision’, with an end message that is a powerful Arabic play on words, which translates to “our Arab identity lives through our vison”.

Cultural / Context information for the jury

On one hand, the Middle East has been ripe with growing political and sectarian issues, from the Qatar embargo, to the Iran crisis, the surrounding regional conflicts & unrest, and the Sunni/Shiaa tensions between Arab nations. And on the other hand, influencers have been positively changing the perception of Arabs globally, Saudi Arabia has been undergoing major social reforms, and it was becoming clearer that the Arab youth, which represents over 32% of the Arab population, was undergoing a change. A shift in vision…

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

And so, Ramadan, the region’s holy season of togetherness, was the perfect opportunity for MAGRABi, the Middle East’s leading eyecare and eyewear retailer, to deliver a message of unity in vision reminding Arabs of the beauty of their shared cultures, values, beliefs & true Arab Identity. After all, Magrabi cares for Arabian eyes since 1927.