Case In Point: “Seeroo Fi Al Ardh”

Our presenters will share all their secrets on the award winning campaign’s objectives, strategy, challenges and how they evaluated its success. This is your chance to hear and learn what it takes to create an award winning campaign and get yourself prepared for the 2022 MEPRA Awards.

Case Study Workshop#MEPRACaseInPoint
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Seeroo Fi Al Ardh

2021 MEPRA Awards Gold Winner, Best Campaign – Qatar, Best Arts & Culture Campaign

Submitted by

Memac Ogilvy

About the Campaign

Using a novel form of story-telling to bring to life an unusual physical art
installation housed at Qatar Foundation — the final artwork of a controversial artist, inaccessible to visitors due to the pandemic.

It had a massive impact as a piece of art in and of itself on the international documentary film festival circuit, and was selected to feature in several film festivals winning three awards, including Gold Award Winner at the Spotlight Documentary Film Awards 2020; Best Documentary at the Bangalore Shorts Film Festival 2021; and Best Short Documentary at the Crown Wood International Film Festival.

Presented by

Asmaa Benkermi & Ashvinder Kaur Matharoo  

Asmaa Benkermi, Senior Account Executive Memac Ogilvy Qatar

Asmaa Benkermi is a Senior Account Executive at Memac Ogilvy Qatar, where she lends her expertise in project management and production to help her client Qatar Foundation tell stories in non-traditional formats. The projects she leads range from award-winning documentaries and fiction films to premieres and media festivals. She co-led the Seeroo fi al ardh campaign which won Best Arts and Culture Campaign in the Middle East (MEPRA 2021).

Asmaa also supports the Foundation’s QF Voice Program, which works with researchers, education experts and members of the QF community to create a wide-ranging speakers bureau. Asmaa is passionate about community service. In 2019, she led a team of ten to build a water tank for a school in Naivasha, Kenya. In 2017, she also worked on career plans with refugees in Napoli, Italy, where she used her fluency in four languages to communicate with refugees from different backgrounds.

Asmaa is a French-born Algerian. She graduated with highest honors from Northwestern University in Qatar with a bachelor’s degree in communication.

Ashvinder Kaur Matharoo, Head of Press Office Qatar Foundation for Education Science and Community Development

Ashvinder Kaur Matharoo is the Head of Press Office at Qatar Foundation for Education Science and Community Development, where she oversees the Qatar and MENA media outreach for the organization and its 50 entities. At any one time Ashvinder is responsible for at least a dozen media campaigns, ensuring messaging consistency and spokesperson preparedness at every turn. She launched the organization’s speakers bureau QF Voice, giving media access to experts in education, scientific research and social progress and establishing QF as the regional authority on these topics.

Ashvinder champions the use of documentary story-telling to break down complex stories for QF’s audiences, and brought the Seeroo fil Ardh campaign – which won Best Arts & Culture Campaign in the Middle East (MEPRA 2021) – to light.

Prior to her role at QF Ashvinder worked for reputable PR agencies supporting clients in the energy, health and education sectors. She began her career in market research at Opinion Leader Research in the UK, helping clients such as the NHS, BBC and Dementia UK understand the their audiences better.

Ashvinder completed her bachelors in English Literature from University College, London and her Masters in International Relations from the University of Nottingham.


This is a virtual session hosted on Zoom.

Date & Timings

Oct 12, 2022. 12:30pm-1:30pm GST

Register now