The day you ask? Why it’s Monday. This weeks’ star of the obsession sessions is no other than my good bud Tameem Youness. In his own words “Tameem Youness is not a very common name in Egypt, which gives me hardtime ordering food for example. I am 31, have twins and love sarcasm”. I met Tameem back in fall of ’99 at the College of Fine Arts in Cairo. Outspoken, charismatic, and full of energy, Tameem and myself became friends and have maintained that friendship ever since. The only way I can describe him really, is he’s a modern day Davinci with a wicked sense of humour. Tameem has so many creative outputs, it’s simply ridiculous. Animation, Art Direction, Design, Illustration, Music, Funny Videos, Mini webshows, Stand-up and more, chances are name a creative activity and Tameem probably dabbled in it, and did a pretty damn good job doing so. Over the past couple years, Tameem has become a Youtube celebrity with his witty videos that poke fun at everyday Egyptian life situations. Currently Tameem works as an Art Director at JWT Cairo.

I: What’s the earliest memory of a creative activity you did?

T: I think it was an alarm I made for my room when i was 6. It beeps and the light blinks when the door opens.

I: If you weren’t doing what you do right now, what would you be doing?

T: Electronics or something software related maybe, film making? music…

I: Inspiration, who? what? where?

T:  I must say I was very lucky to grow up with inspiration everywhere, starting with my mom who is an extraordinary undercover artist, my brother Ahmed Hafez who works in the same field now and taught me almost everything, college/friends and colleagues, people like Mahmoud Hamdy, Sherif Samy, Ibrahim Islam, Ibraheem Youssef, Mohamed Foad, Yahya, The Great Ahmed Hefnawy, Ali Ali, Hamdalla, and many others. International figures like Mohamed Ali, Michael Jackson, David Droga are on top of the list. Places like London and Tokyo although I’ve never been to the latter, but it really inspires me.

I: Share any of piece your work, recent or old and talk about it.

T: This is the campaign we did at JWT for Nestlé IceCream “Maxibon” and Well, The idea came as a last resort. We came up with six other ones and then this finally hit me. Kids eat any junk they encounter, they’re mostly frustrated and always daydream about eating their problems up.

Then the idea that whoever can eat this monstrosity of an ice cream sandwich, would be able to gobble up anything in his/her way. Since, according to the way these kids think “I can’t change my life, but I can eat a big ass ice cream and forget about everything.”

Above all, we thought, c’omon, we’re selling ice-cream here! so let’s be less smart ass about it and let’s do something stupid! Presenting the idea to the client was anything but smooth, but we finally convinced them. And our work paid off, because it proved that creativity indeed sells, maybe a bit too much in their case considering they ran out of stock in the market.

The best thing about this campaign, is that it empowered people to take ownership of the brand, they embraced and loved the brand, creating parodies and singing along, instead of the brand trying to act cool and relevant to them. Even ”Ensa homoom el donya ya sahby” “forget the worries of the world my friend” the line in the song featured in the ad, became a golden quote in Egyptian local folklorish music.

I: Name 5 websites that you check often.

Yay Every Day!



four × = 32

Hi, I'm Ibraheem Youssef
I'm a Creative,
currently based in Toronto.

Welcome to my blog.

Art Direction / Alignment / Colours
Cooking / Design / Folding
Illustration / Paper / Printing
Ping Pong / Type / Walking

are some of the things I tend
to obsess over constantly.
Find out more about me here,
or check out some shots from my
travels around the world here.

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