PlaTonic Brown envelope

Original?: Toshiba

Agency: Shalmor Avnon Amichay / Young & Rubicam

Israel – 2004

Distinction: Bronze medal at the New York Advertising Festival

Original?: Sony

Agency: MPRC

Belgium – 2004

Distinction: Silver medal at the New York Advertising Festival

Less original: Sony

Agency: Tonic Communications

UAE – 2005

Distinction: Gold medal at the Cannes Lions advertising festival


All of the above examples are featured in a book titled “Nouveau?” by Joe La Pompe. Pages: 226 – 227. ISBN: 978-2-7533-0069-9.

It is sad that the first gold lion from the Middle East is traced back as a copy cat or an idea that has been done before by two other agencies a year earlier whom already got awarded for the creative idea in a widely publicized international event…yet the UAE advertising industry still boosts about its leading position in the MENA region and its top notch creative’s.

here is and excerpt of what the creative director of Tonic had to say about creativity as it was published in Media Week…

Picture 12

published in GMR Gulf Marketing Review. June 2005. Page: 37.

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

“Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.


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Louai Alasfahani

ANUBIS was a very old god of the ancient Egyptians, universally worshipped throughout the land and became considered the gatekeeper and ruler of the underworld; the “Guardian of the veil“ he was “Lord of the Cleansing Room” and the opener of the roads of the North. “He observed the weighing of the deceased’s heart against the feather of Maat [Truth] and reported his findings to the jury of the gods.


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