In today’s fast-paced and highly competitive market, branding and communications agencies play a crucial role in helping businesses stand out, connect with their audience, and build lasting relationships. With consumers being more selective and brand-savvy than ever, these agencies craft strategic, creative solutions that make brands memorable and meaningful.

If you’ve been paying attention you will have noticed the stellar rise of the latest agency in Kuwait called Unpopular which is spearheaded by two super stars, Reem Nadar and Nour Alkawass. Unpopular is a team of curious creatives inspired by human nature and behavior to build real connections between brands and people. In our region, the ‘popular’ way is all about chasing profits over creativity. They flip that—prioritizing quality and passion for the work they do. It’s an ‘unpopular’ approach, and that’s exactly why it works.

“I’m a storyteller at heart, and by profession, a creative director in advertising, design, and marketing. I’ve worked with top regional and international agencies before starting Unpopular, my own creative studio. I’m also a content creator who’s built a niche community of curious thinkers with the best sense of humor. Basically, I blend my love for marketing, design, and social media to create content that sticks—both for myself and my clients,” Reem tells us.

Nour Alkawass on the other hand is the vibes and events wizard, with 15 years under her belt in Kuwait’s corporate market & the music-cultural scene locally and globally possessing creative expertise for event planning and execution. She is also the founder of ‘Not Necessarily Famous’, a management and booking agency that has played a pivotal role in helping artists find their identity and secure performance dates to showcase their art.

Their foray into their careers were accidental in both cases. “It all started by accident. I grew up wanting to be an actress, but after high school, someone randomly suggested graphic design because I liked sketching storyboards of my daily life. Turns out, graphic design isn’t about drawing at all—but it’s even better! I fell in love with creative thinking and design, and that led me to big agencies where I launched my career. From that point on, I knew this industry was the perfect blend of everything I loved,” Reem explains. “My journey started as a hobby in my early 20s when I organized entertainment events with friends. It was during that time I realized my passion for the field and knew I wanted to pursue a career in event planning and entertainment,” Nour elaborates.

Reem and Nour explain that they have three goals in mind: make people feel things about brands, raise the bar in creativity and design—making everything more fun, memorable, and effective. They also want to prove that ads can actually be enjoyed, not avoided.

And the final goal is to build a sustainable, healthy work culture—solving the issues they once faced as employees while externally they focus on creative problem-solving, not just profits, to add real value to their clients.
“The agency was born out of frustration—both from employees stuck in the corporate grind and clients feeling let down by agencies. We wanted to prove that a healthier work environment doesn’t risk business but actually boosts it. A happy, respected employee adds way more value. As for clients, we saw their struggles firsthand—quality dropping after contracts were signed, and agencies not truly listening or guiding them. We knew we could do better, for both sides,” they explain.

They decide to team up because they have a relationship built on love, respect, and trust through a friendship that blossomed in 2016 and has served as a strong foundation as business partners. They also have shared values and a singular vision that has made it easy to align on strategy and how they wanted to run the business. Their backgrounds naturally complement each other—one comes from creative advertising and design, while the other specializes in events, talent management, and production. Together, they cover more ground and broaden the range of services their agency offers.

Their personalities are pretty different, so they definitely have moments of playful bickering, but that’s what keeps things interesting. They balance each other out. They tell us that the best part is how much they learn from each other’s expertise, and no matter what, they always find a way to have fun doing what they love while pushing creative boundaries together.

“We’ve worked on some awesome projects throughout our careers, but for this, we’re focusing on the recent work we’ve done under Unpopular, which is still new in the market. A favorite so far is a campaign we did for Chuck’s Burgers, one of our local F&B clients. We used static outdoor megas that, when viewed from a moving car, created an animation—kind of like stop-motion. It was a fun stunt,” they tell us.

As for their most challenging project yet, they think it is the campaign for the Primary Health Care Corporation (PHCC), which operates under the Ministry of Health in Qatar. The challenge was turning a serious, medical governmental message into something engaging and memorable, but they found a way to create buzz and make their client really happy with results.

Unpopular envisions itself as more than just a creative agency; it’s a brand that embodies a vibrant and playful lifestyle. With plans to launch a merchandise line, featuring statement apparel, art pieces, and home decor, Unpopular aims to cater to a niche audience with quirky, creative tastes. In addition to this, the agency intends to host regular entertainment events and creative workshops, fostering a community that celebrates creativity and fun. Over the next five years, Unpopular aspires to build a solid track record of memorable experiences and successes, both for its clients and its employees. By leading with passion and innovation, they aim to transform the industry, making creativity, quality, and enjoyment the new standards.

TRUTH OR DARE QUESTIONNAIRE
How would your father describe you in one word?
Reem: I actually just called my dad to ask, and he described me as an ‘icon.’ A bit dramatic, if you ask me, but I won’t deny it gave me a warm fuzzy feeling inside.
Nour: Resilient.

How would you describe your father in one word?
Reem: Lighthouse.
Nour: Laid-back.

What is the most ridiculous question you’ve ever been asked?
Reem: When I was applying for a tourist visa, the application asked about my faith and religious sect. Totally irrelevant.
Nour: Why don’t you have kids till now?

What is the most spontaneous thing you’ve ever done?
Reem: One of my most spontaneous moments was when I was younger and launched a kindness initiative after noticing how socially disconnected our society had become. A few friends and I started by handing out flowers and balloons to strangers, along with ‘kindness cards’ encouraging them to pay it forward. What began with just five of us quickly grew to 40 volunteers, all dedicated to spreading joy and connection. Our efforts even caught the attention of local news and talk shows, proving that a little kindness can truly make an impact.
Nour: Passing borders in 2006 and during the war (from Syria to Beirut) to see a friend for a few hours.

What is your theme song?
Reem: The Crash Bandicoot Main Theme.
Nour: Coldplay – Adventure Of A Lifetime.

What word in the English or Arabic language do you wish you had invented?
Reem: I wish I had invented ‘procrastination.’ It’s such a noble-sounding word for my lifelong commitment to putting things off until the very last minute. It makes it sound like an art form rather than a guilty habit.
In Arabic, I would choose “اللعنة”. Very expressive and sounds funny.
Nour: Fatteh.

Where would you like to live?
Reem: Somewhere we don’t hear about on the news.
Nour: Somewhere away from all the human beings LOL.

What is your dream retirement location?
Reem: I once thought my dream retirement would be in Europe, with its stunning landscapes, quality healthcare, and fun recreational activities. Lately, though, I’ve been increasingly attracted to Arabic cultures and communities. Egypt has really captured my heart. It has everything I’m looking for—fascinating history, a vibrant lifestyle, and a beautiful community filled with people who have a legendary sense of humor. I can absolutely picture myself thriving there.
Nour: The Caribbean

What is the first famous quote that comes to your mind?
Reem: “The truth is, everyone is just winging it.” — Ricky Gervais
Nour:  ان غاب القط العب يا فار

Which animal best describes your perfect partner, be it in business, or in life?
Reem: My perfect partner would be a cat—independent, curious, and a master of napping. They’d keep me on my toes, because just when I think they’re in my lap, they’re plotting world domination. But they’d always show up when I need a pick-me-up, curling up next to me like, ‘I’ve got your back!’ And if things go south, they’ll just give me that classic look like, ‘Not my problem.’
Nour: Horse – Strong, reliable, and free-spirited. I want a supportive partner yet allows freedom to grow and explore.
 
Do you miss anything from your childhood and if so, what is it?
Reem: Not having to adult.
Nour: I miss everything about my childhood. The simplicity, respect, and above all humanity.

If you could change your name, to what would you change it?
Reem: I’d change my name to ‘WatWhyHow.’ Sounds Asian, right? Just imagine the confused looks—that would be a great conversation starter. It’s also the perfect name for a curious mind like mine that can’t stop asking questions.
Nour: Honestly, I wouldn’t change anything about it.

How would you describe your handshake, in one word?
Reem: Memorable.
Nour: Warm.

What is the toughest part of your character?
Reem: Overthinking. I could probably win an Olympic gold medal for turning a simple thought into an existential crisis.
Nour: Being stubborn sometimes or most of the time haha!

Who is your favorite historical figure?
Reem: I have many favorites, but right now, Salvador Dalí stands out. He pioneered surrealism and was one of the first to break away from the constraints of realistic visualization. That bold leap in creativity truly reshaped the artistic landscape.
Nour: Ibn Battuta.

What in the world do you least desire?
Reem: Getting a disease that forces me to give up tomatoes. I mean, what kind of life is that?
Nour: Fame.

What do you think is lacking in the world, which [if there were more of it] would make the world a better place?
Reem: More people who aren’t obsessed with money and power like they’re oxygen. Maybe if we had a few more folks who didn’t treat cash and control like a religion, we’d actually start solving real problems.
Nour: I believe the world would be a better place with more empathy, kindness, and creativity. Empathy fosters deeper understanding, kindness encourages positive interactions, and creativity inspires innovative solutions to global challenges. Additionally, strengthening human connections and embracing authenticity would lead to more genuine relationships and a more harmonious society.

Why do you think most people who do, like you?
Reem: I’d like to think it’s my authenticity. Either that, or they’re just here for the dark humor and snacks.
Nour: My Kindness and Big Heart.

Finish this sentence: “Happiness is…”
Reem: Happiness is the brief moment when you realize you forgot your problems—usually right after you’ve found the remote.
Nour: being true to yourself.

Get ready to see brands and advertising in a new light by following @itstheunpopular on Instagram.