Welcoming Mosul Back with Emotional Storytelling
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.
“Everything has changed, and nothing remains constant.”
This line set the tone for a narrative about transformation, memory, and belonging. It reminded audiences that while the city had suffered and changed, the spirit of its people remained unbroken.
Bringing Necta to Life
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.