Bar'aat

A tale of dissociation 

Our society has long viewed crows as symbols of bad luck and ill omen. Yet, if we pause and look deeper, we see a different truth. Crows, often misunderstood and dismissed, are in fact among the luckiest of birds. Their dark feathers and sharp calls have kept them at the edges of human favor. No one cages them. No one tames their wildness or silences their voices. They are left untouched, unclaimed, and unbutchered.

This very rejection has granted them a rare gift - freedom. Unlike many creatures, crows live beyond human control, soaring freely in the open sky. They embody the essence of Bar’raat, the antithesis of the superstitions woven into our culture. Their freedom is a silent rebellion against confinement, a testament to the strength found in stepping away.

In this campaign, we bring to life the spirit of freedom through the powerful work of artist Ali Laraib, whose life-size paintings of crows confront us with this misunderstood beauty. These birds, like shadows of the night sky, invite us to rethink what we know—to find luck not in what is accepted, but in what is freed.

We are not the ones who will bow to superstition or let outdated beliefs define us. Instead, we choose to walk our own path, to question what we have been told, and to find strength in freedom rather than fear. Bar’raat is a reminder that luck and power come not from avoiding the shadow, but from stepping into the light of our own making, untamed and unbound.