GEM Advertising & Publication WLL

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The mascot is an integral part of every major sporting event, and is particularly important in engaging and creating the next generation of fans. In a FIFA World Cup™ of firsts, the mascot was no exception. La’eeb was the first mascot in tournament history that spoke. He was also the first fully digital mascot. And, finally, he was the first mascot to fly. Despite these innovations, Gem’s carefully planned global launch of La’eeb went off without a hitch. He became an instantly beloved and ever-present figure in the lives of football fans.

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With the FIFA World Cup™ fast approaching, we created a global campaign inviting the world to join Qatar in celebration and anticipation of the big event. In Qatar, we created a roadshow that traveled to different malls around the country during the ten days prior to the milestone. At each stop, fans were asked to participate in football skill challenges, with the top scorers each day winning tickets to the opening match on 20 November 2022.

On 12 August 2022, a crowd of thousands joined us at the Mall of Qatar to celebrate the milestone. Cultural performances from participating countries, prizes and a special sneak preview of “Arhbo”, which went on to become one of the iconic Qatar 2022™ anthems, left the crowd energized and excited to welcome the world.

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Alfardan Group has established itself as one of the leading family-owned conglomerates in the region for the past 60 years. A business enterprise built around traditional family values and an uncompromising commitment to integrity, premium service and social responsibility, Alfardan Group has created new benchmarks of excellence within its diverse portfolio which has grown to include ventures in jewellery, exchange, property development, automotive, hospitality, marine and investment.

The seedbed of Alfardan’s modern-age success, Alfardan Jewellery has blossomed into one of the Gulf region’s most renowned pearl and jewellery houses since its establishment in 1954. By the mid-1970s, the Alfardan International Jewellery & Watches showrooms were the first of their kind in the Middle East, bringing together the world’s finest jewellery and timepieces in Qatar under the direction of Hussain Alfardan. Today, several brands provide pieces exclusively under the Alfardan name to meet the region’s demand for luxury jewellery pieces. Alfardan Jewellery not only showcases world famous brands and distributes them to various parts of the region, but also has created exclusive brands of their own such as Noudar influenced the younger generation of jewellery experts in the family.

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From the history of the company, a high standard of service and quality is expected. That is why it was a great honor for GEM to take photos for the new jewellery catalogue. With internationally successful models and the stars of the makeup and hairdresser scene, an extraordinary result was achieved. Three days were used for photography followed by a two-week retouching process. Every little detail was closely looked at and corrected. At the end of a long exciting process, GEM was happy to present world-class images to the client.

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Project by GEM Advertising & Publication W.L.L

Photography by Holger Schulze 
Makeup by Debi Mendez Bilae 
Hair: Ali Harb 
Stylist: Suzy Nasr 
Assisted by Katrina Gamonez   

Models: Patricia Keller, Yezenia Navarro, May Fakhry, Suzy Nasr

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The Qatar 2022™ Tree is a project at Hamad International Airport (HIA) that passed through many iterations before finally being built in its current form at the end of Concourse C. We created the living sculpture to celebrate and tell the story of the FIFA World Cup Qatar 2022™ while serving several purposes at the working airport. It is a natural meeting point for travelers. It is a beautiful (and very social media-friendly) addition to the existing artworks at HIA, including pieces by Urs Fischer, KAWS and others. And, with a trunk and roots designed for relaxation, it provides travelers a respite from the busy airport around them.

During the tournament, the tree linked up to an application programming interface (API) that transmitted live match data to its 15 double-sided LED strips. In an abstract and artistic way, this allowed the tree to broadcast all 64 FIFA World Cup™ matches live, providing information including the competing teams, goals scored, possession, yellow and red cards, penalty kicks and shootouts, along with other pertinent information.

In its post-tournament legacy mode, the Qatar 2022™ Tree continues to revel in the glories of the FIFA World Cup™, displaying highlights from each of the 64 matches. The tree is highly adaptable, meaning that it can either live on as a unique legacy of the tournament that changed the face of Qatar, or be reprogrammed to broadcast other future mega-sporting events.

9 Feb 2023

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What makes the Nurse Advocate publication so unusual is that it’s completely written by the readers themselves. It is written by nurses for nurses. The publication is a communication platform that aims to strengthen the nursing community by sharing stories of mutual interest, showcasing their achievements and their challenges.

Sometimes the articles can be a highly personal view, or about issues that affect the author and the team they work with. It can educational, informative, even whimsical at times. And by putting themselves in spotlight, it’s something the nursing community can easily relate to and identify with. The publication reaches out to over 8,000-strong nursing staff across Qatar and each new edition is eagerly awaited by the authors, their peers, colleagues and friends.

Gem’s publications team provides professional support through editing, page layout and design as well as endeavoring to maintain a certain consistency of style and tone. Additionally, Gem organise all the photographic material required including the arranging of multiple photoshoots for each issue.

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But, at the end of the day, the credit must go to the nursing staff themselves – they’re totally committed to making the Nurse Advocate the very best it can be. The contributors put in a huge amount of time and thought with the only reward being the simple pleasure of spreading knowledge and perhaps bringing a smile to a colleague’s face.

Gem are proud to be associated with such a hard-working, caring and professional organization, and are delighted to have helped give them a voice.

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