Rumi
Agency: TBWA\Media Arts Lab London Role: Senior Copywriter
Visualising A Poem With iPhone
The Week of Rumi is celebrated annually to share and understand the teachings of the great poet. It was a perfect opportunity for Apple to engage with a global audience and showcase the new features of the iPhone.
As the copywriter for the campaign, I came up with the idea to visualize a famous poem by Rumi without using lyrics. Inspired by the poem, a whirling dervish guided us on this visual journey. (FYI, whirling dervishes are followers of Rumi who bring his philosophy to life through their ritual.)
This creative approach not only celebrated Rumi Week but also inspired many to explore the latest iPhone features. We supported the film on @apple's Instagram account with Stories featuring the dervish and his inspirations from Rumi.
In compassion and grace, be like the sun.
In concealing other's faults, be like the night.
In generosity and helping others, be like a river.
In anger and fury, be like the dead.
In modesty and humility, be like the earth.
In tolerance, be like the sea.
Either appear as you are, or be as you appear.
Rumi
Most commented post of the year
"A Poem By Rumi" created a huge buzz with over 634K views, 145K likes, and 9.6K comments, making it the most commented @apple post of the year. It was also one of the most liked posts.
And even other advertising agencies liked it. :)
