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A view from Ramsey Naja: Excess all areas

Ramsey Naja is the former CCO of JWT MEA, @geminisnake

The Covid-19 pandemic may have brought with it a colourful palette of mental diseases, emotional traumas, family breakdowns and fascinating new cholesterol readings, but you can also argue that the lockdown it forced upon us gave us new perspectives too. We discovered, amongst other things, that work from home is a damn sight more attractive than work from a cubicle, that schools prevent infanticide and that access to Netflix should be enshrined in the Bill of Human Rights. But, more interestingly, it also gave us a new outlook on the notion of excess.
Excess, you see, has always been seen as a lack of moderation: too much of this, a surfeit of that and the consumption of more than you should be


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