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American Excellence Medical Centre: The Chosen One
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A dot of blood changes everything.
Our challenge was to inspire people to become regular blood donors. Our idea sprung from two powerful insights in the Arabic language. The use of the phrase “a dot of blood” which translates to “a drop of blood” in English. And the use of the diacritic dot, in written Arabic, which can change the meaning of a word. Using these insights, we placed a “dot of blood” to change negative words into positive words; a literary demonstration of the powerful difference that blood donation can make. Advertised brand: American Excellence Medical Centre Advert title(s): Prosperity, Relief, The Chose one Headline and copy text (in English): When you add a dot to the word above its meaning becomes positive: (Ana-a) Suffering TO (Gana-a) Prosperity One dot of blood makes all the difference. When you add a dot to the word above its meaning becomes positive: (El-la) Disease TO (Ghol-la) Relief One dot of blood makes all the difference. When you add a dot to the word above its meaning becomes positive: (Moh-tar) The Uncertain One TO (Mokh-tar) The Chosen One One dot of blood makes all the difference.
Calligrapher: Eduard Dimasov Related
American Excellence Medical Centre: Prosperity
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American Excellence Medical Centre: Relief
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American Excellence Medical Centre: Chosen One
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American Excellence Medical Centre: Prosperity
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