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Among judges new to Mobius Awards in 2017 are several young creatives with considerable credits. Aamna Rahim of BBDO Pakistan, Lahore, at age 27 has more than 50 international awards. She is a senior creative manager and had a role in the creation of #BeatMe for UN Women, which raised awareness of abuse worldwide. The project won a Gold Clio and a Gold Spike.

Rahim brings to the judging a background of working with such brands as Nestle, PepsiCo, Dell, Orient and Hush Puppies. She is especially proud of work to take local brands to greater prominence. Her #UrduPoeatry campaign for Kashmir Cooking Oils & Banaspati won a Bronze spike at the Spikes Festival of Creativity 2017. The campaign showcased Urdu in a medium that was just as old as the language but still very popular among the locals: Jalebi. Urdu, a mix of Persian, Arabic and Hindi, is considered to have a “sweet” sound. To make that connection, words of poet Amir Khusro were recreated as Jalebi, a crispy fried dessert. This allowed people to consume their language’s “sweetness,” as described by Brand Voice of Pakistan.

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