Latest news with #GenZ-driven
Campaign ME
5 days ago
- Entertainment
- Campaign ME
Lord and Queen's ‘proudly Egyptian', powerful rebrand rakes in 50 million views
Lord, a grooming brand with more than a century of heritage in Egypt, and its women's sub-brand Queen, have launched a bold omnichannel rebrand campaign, which aims to bridge generations and redefine what it means to be proudly local in a fast-moving, image-driven world. The campaign marked more than just a marketing refresh. It intended to signal a cultural shift, with a confident tone, bold visuals and Gen Z-driven casting. The brands went beyond nostalgia and aimed to reintroduce themselves with clarity and purpose to a generation that demanded relevance, identity and meaning. This campaign was on several channels across Egypt – while television delivered reach, social media channels delivered virality. The rebrand campaign rollout was coordinated, aiming to achieve street-level buzz and screen-level recall. At the centre of the Lord rebrand campaign lies a classic truth: behind every great man is a woman who empowers him, but with a sharp local twist – a slogan titled 'كل لورد وراه كوين ' – translated to 'Every Lord's got a Queen in his corner' – which audiences found catchy, locally grounded and emotionally loaded. The campaign, and the slogan, reframes gender roles through humour and pride, positioning the two brands not just as products but as co-anchors in a modern lifestyle built on mutual support and shared presence. Leading the campaign are Nour El Nabawy and Nourine Abouseada, two breakout stars who speak directly to Gen Z. El Nabawy brings the weight of a familiar legacy with the energy of a rising icon, while Abouseada adds charisma, relatability and presence through her music and performances. Together, they transform the campaign slogan into a lived-in, believable story; one that feels current, cultural and cool. Lord and Queen no longer appear are not positioned as products from the past, but instead as essentials in the present. View this post on Instagram A post shared by Queen by Lord (@queenbylord) The tone of the campaign is sharp and scroll-friendly, and unsurprisingly, its jingle quickly became one of Anghami's top-played tracks. The visuals are meant to be clean, humorous and inherently local, built for Instagram Reels and TikTok videos without losing their polish. Every detail was intentional, even the product names; Horus and Nebty for Lord, Thuya and Bastet for Queen, which revives Egypt's heritage targeted to young Egyptians who are seeking identity in their choices and are leaning back into their heritage while feeling proud and modern. View this post on Instagram A post shared by Lord Egypt (@lordegypt_) Ever since the 2023 boycott movement, Egyptian consumers have been actively seeking local alternatives to global brands. To address this, Lord did not simply show up. The brand had been preparing rebranding, expanded product lines and a new tone of voice. The success metrics prove that this was not just a successful rebrand; it was a reminder of what local brands can do when they stop apologising for who they are and start owning it. The campaign did not only move the brands product, but also shifted culture, revived pride in being local, and brought money back into the local economy. The campaign garnered more than 50 million views, turning its slogan into a punchline, a daily comment, and a viral social media caption. The campaign's theme song lived on in Reels, remixes, and real-life conversations. Lord and Queen set out to claim their place through a 'proudly Egyptian', powerful, relevant and cultural moment and through 'كل لورد وراه كوين ,' they did not just that.
Sinar Daily
21-06-2025
- Entertainment
- Sinar Daily
Sober clubbing brews fresh beat for Singapore Gen Z
This is no underground rave, nor a brunch gone wild. 21 Jun 2025 01:00pm This photo taken on May 24, 2025 shows people mingling over coffee drinks at an alcohol-free clubbing event in Singapore. Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints. (Photo by Roslan RAHMAN / AFP) SINGAPORE - Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints. This is no underground rave, nor a brunch gone wild. It's a caffeine-powered daytime clubbing sesh -- part of a growing wave of alcohol-free, Gen Z-driven events gaining traction in Singapore and elsewhere in the world. This photo taken on May 24, 2025 shows people mingling over coffee drinks at an alcohol-free clubbing event in Singapore. Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints. (Photo by Roslan RAHMAN / AFP) At a recent event in Singapore's trendy Duxton district, the space was jammed by 4pm, with baristas churning out fancy coffees and DJs spinning back-to-back sets. The crowd grooved with energy, even without the usual liquid courage. "A lot of people think alcohol gives you the high, but caffeine sometimes can do that too," said Aden Low, 21, co-founder of Beans and Beats which organises coffee raves at different venues. "That's why the atmosphere at our events tends to be quite energetic." The parties blend curated music with specialty coffee served in white paper cups. The vibe is light, friendly and very Gen Z. "It's also the idea that this is a safe space," said Esther Low, 31, who was at the event in Duxton. "When you go to a club setting, there's usually this underlying intention to hook up. So, for me, that's personally why I would prefer this." Several reports say Gen Z is chugging fewer pints than previous generations, with the sober curious movement gaining popularity on social media. Sober curious people cut back on drinking or abstain altogether, often citing health reasons and better mental acuity. "Changes in alcohol use have been observed in population surveys and cohort studies. Generally, alcohol use among young adults has decreased," the World Health Organization said in a 2024 report. Club culture update From London to Los Angeles and Melbourne, similar coffee raves have swept up the social scene, appealing to young partygoers who also want to avoid hangovers. Ashley Chean, a Singaporean student who has been alcohol-free for a year, said she appreciates these sober gatherings. "When I lived in Paris, I realised I had a lot of alcoholic tendencies and I didn't want that to be my lifestyle," the 20-year-old told AFP. "More and more of my friends are sober or sober curious." The coffee clubbing events are usually held in cafes and other spaces such as rooftop bars -- as long as there's room for DJs and baristas to do their thing while people dance. The parties typically end by late afternoon, just in time for golden hour selfies. Besides the health benefits of avoiding alcohol, the events appeal to cost-conscious youth in Singapore, one of the most expensive cities in the world. The excess drinking and hard-partying ways of Gen X -- fuelled by anthems like the Beastie Boys' "Fight for Your Right (to Party)" and hip-hop videos glamorising club culture -- are fading for members of Gen Z. While organisers don't see Singapore's glitzy nightlife and clubbing being replaced, they hope their combination of beats and brews will keep the dance floor buzzing. "As long as we bring the vibes, we'll be OK," said Ashley. - AFP More Like This
The Star
17-06-2025
- Entertainment
- The Star
Coffee and beats: Sober clubbing is a fresh brew for Gen Z in Singapore
A barrista preparing coffee drinks at an alcohol-free clubbing event in Singapore. Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints. — Photo by Roslan RAHMAN / AFP Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints. This is no underground rave, nor a brunch gone wild. It's a caffeine-powered daytime clubbing sesh – part of a growing wave of alcohol-free, Gen Z-driven events gaining traction in Singapore and elsewhere in the world. At a recent event in Singapore's trendy Duxton district, the space was jammed by 4:00 pm, with baristas churning out fancy coffees and DJs spinning back-to-back sets. The crowd grooved with energy, even without the usual liquid courage. Attendees listening to music while drinking coffee at an alcohol-free clubbing event in Singapore. "A lot of people think alcohol gives you the high, but caffeine sometimes can do that too," said Aden Low, 21, co-founder of Beans and Beats which organises coffee raves at different venues. "That's why the atmosphere at our events tends to be quite energetic." The parties blend curated music with specialty coffee served in white paper cups. The vibe is light, friendly and very Gen Z. "It's also the idea that this is a safe space," said Esther Low, 31, who was at the event in Duxton. "When you go to a club setting, there's usually this underlying intention to hook up. So, for me, that's personally why I would prefer this." People mingling over coffee drinks at an alcohol-free clubbing event in Singapore. Several reports say Gen Z is chugging fewer pints than previous generations, with the sober curious movement gaining popularity on social media. Sober curious people cut back on drinking or abstain altogether, often citing health reasons and better mental acuity. "Changes in alcohol use have been observed in population surveys and cohort studies. Generally, alcohol use among young adults has decreased," the World Health Organization said in a 2024 report. Club culture update From London to Los Angeles and Melbourne, similar coffee raves have swept up the social scene, appealing to young partygoers who also want to avoid hangovers. Ashley Chean, a Singaporean student who has been alcohol-free for a year, said she appreciates these sober gatherings. "When I lived in Paris, I realised I had a lot of alcoholic tendencies and I didn't want that to be my lifestyle," the 20-year-old told AFP. "More and more of my friends are sober or sober curious." The coffee clubbing events are usually held in cafes and other spaces such as rooftop bars – as long as there's room for DJs and baristas to do their thing while people dance. The parties typically end by late afternoon, just in time for golden hour selfies. People mingling over coffee drinks at an alcohol-free clubbing event in Singapore. Besides the health benefits of avoiding alcohol, the events appeal to cost-conscious youth in Singapore, one of the most expensive cities in the world. The excess drinking and hard-partying ways of Gen X – fuelled by anthems like the Beastie Boys' "Fight for Your Right (to Party)" and hip-hop videos glamorising club culture – are fading for members of Gen Z. While organisers don't see Singapore's glitzy nightlife and clubbing being replaced, they hope their combination of beats and brews will keep the dance floor buzzing. "As long as we bring the vibes, we'll be OK," said Ashley. – Satish Cheney/AFP
17-06-2025
- Health
Kalen Jackson is carrying on her father's legacy through her mental health advocacy
Breaking down barriers surrounding mental health was a personal mission for Jim Irsay, the beloved owner of the Indianapolis Colts who died last month at age 65. It's personal for Kalen Jackson, too. Irsay's youngest daughter, who joins sisters Carlie Irsay-Gordon and Casey Foyt in running the team, has talked openly about dealing with anxiety. Irsay-Gordon is the CEO with Foyt as executive vice president and Jackson chief brand officer. Jackson leads 'Kicking The Stigma,' the family's initiative to raise awareness about mental health disorders. The organization is committed to dismantling the stigma often associated with these illnesses and has been focused on expanding access to critical services across Indiana and nationwide. The Colts have donated more than $30 million to nonprofits and organizations in the mental health space since the initiative launched in 2020. 'The stigma piece to me has almost become synonymous in my head with the way we handle it as a culture because the stigma comes from prejudice and judgment and that comes from how it's presented in our culture over time,' Jackson said. 'How do we change that conversation? With that will come so much of the change that we're fighting so hard to get to in terms of having more things covered (by) insurance or the way the hospital networks look at this, the way that companies look at this and supporting their employees.' Irsay often spoke publicly about his battles with alcoholism and addiction, hoping his journey to sobriety would inspire and encourage others. Jackson's voice will continue to carry on the conversation. 'I am so proud of the legacy he has left behind and I only hope to make him proud,' Jackson said. Jackson will be recognized by Project Healthy Minds, a Millennial and Gen Z-driven mental health tech nonprofit, for becoming a trailblazing leader in mental health advocacy. She will receive the organization's first 'Sports Visionary of the Year' Award at the third annual World Mental Health Day Gala on Oct. 9 in New York. NFL Commissioner Roger Goodell will present Jackson with the award at an event that's brought together celebrities, executives, and cultural leaders, including Prince Harry and Meghan Markle. 'When we all got together to decide who should win this inaugural award, it was unanimous that it should be Kalen and the Colts because they have been so committed to mental health in sports,' said Phillip Schermer, founder and CEO of Project Healthy Minds. 'It's not talking the talk, it's walking the walk. They've been doing this from the beginning and I think they've sort of lit a path for what I think every sport and every league ought to do.' For Jackson, who is on the nonprofit's Board of Directors, the mission is clear. 'To connect with people and to be compassionate and to try to change the world for the better, that's kind of what all this is for me,' she said. The NFL and NFL Players Association in 2019 agreed to make it a requirement to have a licensed behavioral health clinician on the staff of each team in an effort to increase mental health resources. The Colts have taken it further. They recently hired a clinician to also work with front-office staff and coaches. 'I don't have to wait to know what impact it's going to have,' Jackson said.
Express Tribune
16-06-2025
- Entertainment
- Express Tribune
Singapore's Gen Z swaps pints for pour-overs
Swaying to dance music and TikTok-fuelled pop under a disco ball, young punters are packed shoulder to shoulder while sipping on coffee, their energy powered by pour-overs rather than pints, reported AFP. This is no underground rave, nor a brunch gone wild. It's a caffeine-powered daytime clubbing sesh - part of a growing wave of alcohol-free, Gen Z-driven events gaining traction in Singapore and elsewhere in the world. At a recent event in Singapore's trendy Duxton district, the space was jammed by 4PM, with baristas churning out fancy coffees and DJs spinning back-to-back sets. The crowd grooved with energy, even without the usual liquid courage. "A lot of people think alcohol gives you the high, but caffeine sometimes can do that too," said Aden Low, 21, co-founder of Beans and Beats which organises coffee raves at different venues. "That's why the atmosphere at our events tends to be quite energetic." The parties blend curated music with specialty coffee served in white paper cups. The vibe is light, friendly and very Gen Z. "It's also the idea that this is a safe space," said Esther Low, 31, who was at the event in Duxton. "When you go to a club setting, there's usually this underlying intention to hook up. So, for me, that's personally why I would prefer this." Several reports say Gen Z is chugging fewer pints than previous generations, with the sober curious movement gaining popularity on social media. Sober curious people cut back on drinking or abstain altogether, often citing health reasons and better mental acuity. "Changes in alcohol use have been observed in population surveys and cohort studies. Generally, alcohol use among young adults has decreased," the World Health Organisation said in a 2024 report. Club culture update From London to Los Angeles and Melbourne, similar coffee raves have swept up the social scene, appealing to young partygoers who also want to avoid hangovers. Ashley Chean, a Singaporean student who has been alcohol-free for a year, said she appreciates these sober gatherings. "When I lived in Paris, I realised I had a lot of alcoholic tendencies and I didn't want that to be my lifestyle," the 20-year-old told AFP. "More and more of my friends are sober or sober curious." The coffee clubbing events are usually held in cafes and other spaces such as rooftop bars – as long as there's room for DJs and baristas to do their thing while people dance. The parties typically end by late afternoon, just in time for golden hour selfies. Besides the health benefits of avoiding alcohol, the events appeal to cost-conscious youth in Singapore, one of the most expensive cities in the world. The excess drinking and hard-partying ways of Gen X - fuelled by anthems like the Beastie Boys' Fight for Your Right (to Party) and hip-hop videos glamorising club culture - are fading for members of Gen Z. While organisers don't see Singapore's glitzy nightlife and clubbing being replaced, they hope their combination of beats and brews will keep the dance floor buzzing. "As long as we bring the vibes, we'll be OK," said Ashley.
