UOWD students win Cartier's University Challenge creative approach to Nabati poetry

Tuesday, 20 February, 2024

The University of Wollongong Dubai (UOWD) team, consisting of Bilal Mansoori, Sasha Arslanouk, Khadeejah Parvez, and Javairiya Zainab, won Cartier's first regional university challenge, "Through the Lens".   The competition engaged over 650 students from various universities and focused on innovative ideas in Arts & Culture.

Guided by Dr Rumaila Abbas, Marketing Discipline Lead at the School of Business, and Ms Vidhi Sharma, Instructor  School of Business the UOWD team created a project that showcased how the traditional art form of Nabati poetry could be innovatively adapted to resonate with contemporary audiences, especially in luxury branding.

This unique approach of merging traditional cultural art with modern marketing strategies tailored to luxury brands like Cartier set the UOWD team apart in the competition. Their project highlighted the historical and cultural significance of Nabati poetry and demonstrated its potential in creating compelling narratives for luxury marketing.

As a reward for their win, the team participated in an immersive learning experience with Cartier, including workshops and sessions with CEO Sophie Doireau-Tiberghien and the Cartier Learning and Development team.

The Cartier team recognised the UOWD team's innovative storytelling strategy, particularly how it was applied to the marketing of Cartier jewellery. The event also featured a visit to the 'Cartier, Islamic Inspiration and Modern Design' exhibition at the Louvre Abu Dhabi.

To learn more about the principles of digital storytelling in luxury marketing, click here.