Latest news with #AKQA
Campaign ME
16-05-2025
- Business
- Campaign ME
AKQA appoints Jon Holloway as Managing Director for the MENA region
Global brand experience design and marketing agency AKQA has appointed Jon Holloway as Managing Director for the Middle East and North Africa. With a global career spanning across the EMEA, APAC, and MENA regions, Holloway brings more than two decades of experience as a creative and strategic leader. Known for building empowered teams and delivering impactful work, Holloway has consistently led businesses and clients through transformation. His leadership has contributed to award-winning work recognised by Cannes Lions, D&AD, Effies and leading creative festivals worldwide. Based between the UAE and KSA, Holloway will aim to accelerate the agency's momentum in the region, partnering with ambitious brands to shape new experiences at the intersection of creativity, culture and emerging technology. Geoff Northcott, CEO of AKQA EMEA, said, 'Holloway brings a compelling blend of entrepreneurial spirit, creative leadership and regional expertise. His vision for harnessing AI and innovation in culturally resonant ways aligns perfectly with our ambitions for the Middle East. We're delighted to welcome him as we continue to grow our offering and expand our impact in MENA and beyond.' Holloway will collaborate closely with AKQA's global and regional leadership teams to deepen client partnerships, grow local talent, and continue evolving the agency's AI-powered creative model for the region. AKQA's location in the Kingdom of Saudi Arabia is one of the agency's newest office spaces, providing a dedicated environment where clients and employees can collaborate closely. As the business continues to grow, Holloway plans to expand the studio's offerings and client base across the region. Reflecting on his appointment, Holloway said, 'It has been a career long dream to join AKQA. There is a rare energy here, a shared ambition to build something bold, culturally connected, and future-facing. Our KSA and UAE locations are already pushing creative boundaries with global and local clients.' Holloway is also an entrepreneur at heart, having founded and exited fintech ventures. A lifelong advocate for the power of innovation, Jon brings a unique perspective on emerging technologies, including AI and their ability to drive real-world, human-centered impact across clients and industries. 'I'm looking forward to shaping the next chapter in the region,' he added. Holloway's appointment signals AKQA's continued investment in the Middle East, solidifying its presence in the region and deepening partnerships with clients. His people-first leadership approach and passion for emerging and enduring technology will aim to accelerate the creative and commercial impact of AKQA's work.
Forbes
22-04-2025
- Entertainment
- Forbes
Global Artists Come Together To Put Nature On The Stage Through Music
We're living in a world where the sounds of nature are often drowned out by city life and digital noise. But what if, instead of fading into the background, those sounds became the main act? That's exactly what the Sounds Right movement is doing—inviting nature to step into the spotlight as a bona fide music artist, and in the process, helping protect the very ecosystems that inspired the tracks. Working with global artists, they're putting Nature on the main stage at events such as Coachella and Glastonbury – hoping to attracting a younger audience through pop culture. This Earth Day, over 30 acclaimed artists from across the globe have released new music infused with the sounds of nature: from birdsong and crashing waves to glaciers, moths, antelopes and rainforest wildlife. This unique collection of songs is released as part of Sounds Right, an initiative by the Museum for United Nations – UN Live, that made history last year by launching 'Nature' as an official artist on streaming platforms for the first time. Over 100 million people tuned in to listen – and more than 10 million people just on Spotify. This year's new tracks feature an eclectic mix of artists, including Grammy winners and rising stars: Breton musician and multi-instrumentalist Yann Tiersen, Indian pop sensation Armaan Malik, electronic powerhouse Steve Angello (Swedish House Mafia), Seattle indie-rocker SYML, and Indian-American singer-songwriter Raveena are among the key contributors. They are joined by artists such as Maejor, Rozzi, George The Poet, Rosa Walton, Penguin Cafe, Madame Gandhi, Franc Moody, and many more. The musicians and artists come from countries all over the world: UK, US, India, Japan, Colombia, Russia, Denmark, and Argentina. Plus, they're not from one genre: classical (Evgeny Grinko) to Indian pop (Armaan Malik) to hip-hop (KAM-BU) and techno (Amelie Lens) are included. From Bogotá's Biodiversity to the Global Stage The story of Sounds Right started in Bogotá, Colombia, where a series of workshops in 2019 brought together creatives, musicians, and acoustic ecologists. The goal? To reconnect youth with the biodiversity around them, in a country that sits at the heart of the world's most diverse ecosystem, the Andes. 'We created music featuring nature sounds, and it ended up doing pretty well—even making its way into the Colombian clubbing scene,' says Gabriel Smales, Global Programme Director for Sounds Right. 'That's when we asked: if money's being generated from nature sound, shouldn't nature be credited?' That question sparked a movement. Working with Spotify and creative agency AKQA, the team set out to give nature an official artist profile—complete with album art, streaming royalties, and a place on the world's biggest music platforms. 'AKQA did an amazing job to bring the moment to the public that nature is now officially an artist, and to borrow terminology and visual language from music culture in order to make the concept loud,' Smales says. Plus it fit the UN's mandate for the Museum for the United Nations UN Live as well, which is an independent non-profit that should use the power of popular culture to engage everyday people on the missions and values of the UN. A Debut Year That Resonated Sounds Right officially launched on April 18 last year at the United Nations, and the response was immediate, Smales says. The campaign was picked up by 460 media outlets, reaching a potential audience of 3.6 billion people. 'We had big traction in India, Colombia, and Indonesia, partly because of the artists that were involved, but also I think people were ready for a positive news story and also an action that anyone could take to get involved in this biodiversity crisis.' Spotify got behind the launch with billboards in New York, Miami, Bogotá, Jakarta, and London. Other streaming giants like Apple Music and Amazon also showed interest. What could have been a controversial move—crediting nature as an artist—was met instead with widespread support. 'It's been less controversial than we thought it might be. I think, as I said, a lot of people got behind what most felt was a positive news story in a pretty difficult news environment,' Smales says. Letting Artists—and Nature—Lead the Way What sets Sounds Right apart is its creative freedom. There's no prescribed formula for how artists should use nature in their music. Some tracks use birdsong or rainfall as a gentle backdrop; others highlight environmental crises with soundscapes of forest fires – an issue that came to light this January in Los Angeles with the wildfires, for example. 'Nature's been inspiring music since music began. We allow the artists complete creative discretion on how they'd like to feature nature in their music,' Smales explains. This approach has attracted a diverse array of artists, from pop stars to rappers to classical musicians. And the movement is growing: this year, more than 80% of the tracks are brand new, and the share of female artists has jumped from 40% to 50%. Plus, this music is getting the spotlight at major music festivals. Norwegian singer Aurora played her nature track at the Roskilde Festival on the biggest stage at the festival, the orange stage, in front of 60,000 people. Similarly British artists Cosmo Sheldrake played his track with nature at Glastonbury in the UK last year. From Streams to Conservation But Sounds Right isn't just about making music—it's about making an impact. Ninety percent of the royalties generated from streaming go directly to conservation projects, with a focus on Indigenous and community-led initiatives in biodiversity hotspots. 'We've already committed $225,000 alongside the Biodiversity COP16 in Colombia last year, and we're primed to commit over $350,000 in 2025, focusing on the Amazon and Congo basins,' Smales says. The remaining 10% of royalties help cover program costs, though most operational expenses are funded through philanthropy, he clarifies. The initiative has already helped fund projects on the ground, and the hope is that as more people listen, more support will flow to where it's needed most. Changing the Tune on Environmental Action Sounds Right is about more than just streaming numbers. It's about helping people rediscover their connection to the natural world—whether that's through listening, recording their own nature sounds, or learning to become 'acoustic ecologists.' And just like the best music, the movement is meant to be shared. 'We should be meeting people where they are, doing something they already love. Yes, it's a relatively small contribution, but it's at no extra cost to themselves. And hopefully, we can build a sense of agency to then inspire those fans to do more,' he adds. As Sounds Right heads into its second year, it's clear that nature isn't just background noise. It's an artist in its own right—and with every listen, it's helping tackle conservation through a new perspective and medium.
Campaign ME
16-04-2025
- Entertainment
- Campaign ME
adidas Originals honours culture and craftsmanship with The Loomhood Collection
adidas Originals, which won several awards for its Ravi X campaign, has partnered with local artisans from three cities – Dubai, Riyadh and Cairo – and collaborated with AKQA and Red Havas to introduce its limited-edition The Loomhood Collection through an experiential and digital campaign. Launching on April 21st across Dubai and Riyadh, and on April 24th in Cairo, The Loomhood Collection reimagines two of the brand's most beloved silhouettes – the Samba OG and Handball Spezial – blending craftsmanship with cultural heritage. Highlighting the artisans that have shaped communities through their craft, AKQA shot The Loomhood Collection campaign in Dubai, Riyadh and Cairo, blending heritage with modern streetwear while drawing inspiration from key cultural hubs across the region. Each pair of sneakers showcases the neighbourhood's name and the precise coordinates of the artisans, creating a direct connection between the wearer and the craftsmanship behind the design. Complementing adidas Originals' signature silhouettes, the sneakers also feature custom-designed laces inspired by traditional fabric patterns as an homage to local artistry and heritage. Bringing The Loomhood Collection to life To celebrate the launch, adidas Originals is hosting an exclusive two-day pop-up at Dream Girls Tailor (Al Fahidi branch) in Dubai on April 19th and 20th, offering visitors the chance to explore the shop and purchase the limited-edition sneakers. Following the pop-up, in-store activations will take place at adidas Originals in Dubai Mall and Riyadh Park Mall from April 21st to April 30th and a limited number of pairs will be available at Maison 69 in Cairo from April 24th till April 30th. Customers who purchase a Samba OG or Handball Spezial will receive a complimentary 'Loomhood' customisation on their sneakers, along with limited-edition laces inspired by each country. Storytelling local neighbourhood craftsmanship Al Fahidi, Dubai – Bringing Dubai's rich tailoring heritage to life, Al Fahidi blends tradition with modern street culture. Paying tribute to the UAE's Year of Community , the collection reflects a commitment to preserving cultural heritage, strengthening intergenerational bonds, and fostering inclusive spaces for collaboration. Bringing Dubai's rich tailoring heritage to life, Al Fahidi blends tradition with modern street culture. Paying tribute to the UAE's , the collection reflects a commitment to preserving cultural heritage, strengthening intergenerational bonds, and fostering inclusive spaces for collaboration. Diriyah, Riyadh – A symbol of Saudi Arabia's dedication to preserving traditional artistry, Diriyah serves as the heart of local craftsmanship. Paying tribute to Saudi Arabia's Year of Handicrafts , the collection celebrates artisans and handmade traditions aligned with Vision 2030's cultural preservation goals. A symbol of Saudi Arabia's dedication to preserving traditional artistry, Diriyah serves as the heart of local craftsmanship. Paying tribute to Saudi Arabia's , the collection celebrates artisans and handmade traditions aligned with Vision 2030's cultural preservation goals. El-Khayamiya, Cairo – Tucked within Cairo's oldest quarters, El-Khayamiya embodies generations of handmade mastery and cultural expression. This collection pays tribute to Cairo's enduring tradition of turning fabric into art. Iconic neighbourhoods behind the adidas Originals laces Each lace design in The Loomhood Collection has been carefully crafted to honour three iconic neighborhoods celebrated across the region. Dr. Reem Tariq El Mutwalli, founder of The Zay Initiative – an organisation dedicated to preserving Arab cultural heritage – played a key role in validating the cultural integrity of each lace designs. UAE – Talli Lace: Inspired by Talli , a traditional craft where cotton or silk threads are woven with metallic ones, this lace reflects both the past and present – Created in partnership with Dream Girl Tailors , a family-run tailoring shop in Al Fahidi for more than 40 years, their craftsmanship was instrumental in bringing this timeless artistry to life. Inspired by , a traditional craft where cotton or silk threads are woven with metallic ones, this lace reflects both the past and present – Created in partnership with , a family-run tailoring shop in Al Fahidi for more than 40 years, their craftsmanship was instrumental in bringing this timeless artistry to life. Saudi Arabia – Sadu Lace: Inspired by Sadu , a weaving tradition known for its geometric motifs and earthy tones, this lace embodies Saudi heritage – honouring Rashidah , a master artisan with more than 30 years of experience in Sadu weaving and embroidery. Inspired by , a weaving tradition known for its geometric motifs and earthy tones, this lace embodies Saudi heritage – honouring , a master artisan with more than 30 years of experience in Sadu weaving and embroidery. Egypt – Khayamiya Lace: Inspired by the vibrant colours and swirling patterns of Khayamiya, a centuries-old appliqué technique from Cairo's historic souks, this lace honours Mohsen Shaaban, a Khayamiya artist who has preserved and practiced this centuries-old Cairo tradition for more than 55 years. CREDITS: Client: adidas Originals Creative agency: AKQA Cultural affiliations: The Zay Initiative, Dream Girl Tailors, Rashidah, Mohsen Shaaban PR and communications: Red Havas
