Jordanians are known for the hospitality and generosity. They will, without a doubt, go out of their way to help you, pay for the bill, or even invite you over if you needed accommodation. Through our research we found an ancient word barely used in the Arab region anymore and was widely misunderstood as a meaning. Though, because of their generosity, Jordanians still understood and used this ancient word. “Al Mo’azeb” which loosely translates to “THE INCREDIBLE HOST”. We utilized this word and meaning as the center of the campaign.