Ramsey Naja is chief creative officer at JWT MEA
“One of the images I remember from my childhood is that of a cast iron, ceiling-high toilet flush with an embossed slogan that read “The Best Niagara”. Now, this was not a flushing system as much as a mini-tsunami on a chain, a contraption designed to displace such a large volume of water, hurling it down from such a great height, that it could briefly alter the climate in the immediate vicinity or change your waste’s molecular structure to turn it into water lillies further down the stream. Pulling the chain meant sucking out the air from a good third of our house, with the kind of explosively gushing, gurgling and rumbling noise that made
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