Alf Mabrook!
Social Campaign



You probably don’t know much about Egypt. The news flashes from time to time: coverage of economic crises, political upheavals, or the occasional-but-not-so-occasional unsavoury incident.  While these events do happen, other things also happen. Happy things, confusing things, funny things, absurd things that all shape the culture of the nation. By looking at the significant events that mark the milestones in people's lives rather than those of the nation as a whole, we can gain a better understanding of the nuances of Egyptian culture. In this regard, Egyptian weddings serve as a fascinating insight into the traditions, customs, and values of a society so rich and diverse but tainted by overarching patriarchy and socio-economic disparity.


Alf Mabrook! ( A Thousand congratulations) allows us to fully immerse ourselves in the union of two fictional wealthy, “elite” Egyptian families through their marriage and to closely observe every aspect of this extravagant celebration. Throughout the experience, we are prompted to consider various questions related to Egyptian attitudes towards consumption, gender politics, class, and tradition, and how these perspectives may potentially challenge preconceived Western notions.
 The mothers of the soon-to-be married couple collaborate on a wedding guidebookThe men talk money. A struggling Egypt is the backfrop to these conversations. The bride shares her inner thoughts to her intimate circle.The housekeeper gives us an overview of what weddings typically look like for most Egyptians.