Al-Azi is a 250-year-old in the UAE, a repetition of poems without music or rhythmic instruments. It is practised at national and social events to instil pride, loyalty and national values.
This year, on International Women’s Day at EXPO 2020, brought a new voice to the tradition, a woman’s. Dubai poet and author, Al Hanouf Mohammed, performed her poetic speech, a tribute to the women of the UAE, their incomparable achievements, and their inspiring spirit, interspersed with a chorus of men, chanting in unison.
“It is inspired by a 250-year-old tradition called Al Azi”, says Al Hanouf when asked about the chorus. “Our men have performed this art form for many generations, and it is a very powerful form of poetry that celebrates honour, valour, courage, and achievement. What we perform today, however, is not Azi. It is inspired by it – but is something completely different. It is a new kind of fusion poetry. I am the first Emirati woman in over 250 years to try something like this, it has never been done before, so it was important that the style of poetry we create is also something completely new while remaining rooted in our heritage and culture.”
Her strong, confident voice celebrating Emirati women was echoed by the supportive cries of the Emirati men lined up behind her. This was a remarkable moment in UAE history and a striking campaign by Leo Burnett and UAE bank, Emirates NBD.
“While the rest of the world is empowering women, the UAE’s women are already empowered. They are already at the forefront of our country as leaders, innovators, changemakers, and pioneers”, stated Moadh Bukhash, chief marketing officer, Emirates NBD. “We all believed in this idea from the very moment it was first brought to us by our partners at Leo Burnett. It’s simple and elegant yet bold and powerful. It nods to our past while celebrating our today and heralding our future. It is everything Emirates NBD stands for and believes in.”
Credits:
Agency: Leo Burnett
Chief Creative Officer: Kalpesh Patankar
Creative: Paurav Shah
Senior Arabic Copywriter: Haytham Lamah
Head of A/V Production: Shereen Mustafa
Agency Producer: Nicolas Balaa
COO & CDO: Samer Shoueiry
Deputy Managing Director: Joelle Jammal
Communication Manager: Harsh Kocher
Client: Emirates NBD
Executive Vice President, Head of Group Marketing & Customer Experience: Vikram Krishna
Chief Marketing Officer: Moadh Bukash
Vice President, Group Media & Social: Mai Cheblak
Manager, Financial Literacy: Wajd Al Hashmi
Production House: Prodigious
PH Executive Producer: Naji Bechara
Film Director & DOP: Kamil Roxas
Poet: AlHanouf Mohammed
Band: Ayala Bin Shloul
PH Producer: Ralph Matar
PH Post Producer: Thalia Trad
Editor: Kamil Roxas
