Abwaab
When Ridha Alwan Coffee, one of Iraq’s most iconic and beloved coffeehouses, chose Mosul for its newest branch, it was more than just an expansion. It was a statement of hope, resilience, and reconnection.
A Trend That Became a Movement
The first challenge was to create a campaign that would go viral, become street talk, and make Abwaab instantly recognizable among Iraqi families. To achieve this, we partnered with a child already known and loved across the country—famous for his close relationship with his father, a figure cherished by millions of Iraqis
A Mature Voice of Leadership
We created a new narrative: “صفوف لأول الصفوف” (Classes for the First in Line). The campaign told the stories of children who acted beyond their age—taking responsibility, showing intelligence, and stepping up as leaders in their own way. These characters reflected what Abwaab stood for: preparing the next generation not only to succeed academically, but to lead in life.