1 Bou Khalil: The good note
Supermarket chain Bou Khalil noticed Lebanese were no longer giving to beggars; they didn’t believe their money was being spent well. So the chain tasked J. Walter Thompson Beirut with creating The Good Note, a voucher worth LBP1,000 that could be handed to beggars instead of money, and spent on essentials.
Agency: J. Walter Thompson Beirut
Creatives: Sally Alzaza, Maya Khourchid, Carla Aouad
2 Nestle: Tummyfish
A storybook produced by Campaign publisher Motivate and an app by MediaMonks that allows children to see inside their stomachs to where Tummyfish lives were the main components of this campaign to persuade kids to drink more water.
Creative: Motivate, MediaMonks
3 HSBC: First on 1st
At dawn on January 1, HSBC left gifts focused on enhancing everyday routines – such as a bicycle, a surfboard and headphones – at stands around Dubai. They were for the first person who happened to see them, a token of encouragement towards achieving personal aspirations.
Agency: J. Walter Thompson Dubai
Creatives: Chafic Haddad, Sabry Mohammed, Gautam Wadher, Akhilesh Bagri, Aly Seifelnasr, Mahesh Powar
4 TCA Abu Dhabi: Your extraordinary story
M&C Saatchi UAE and production company Boomtown developed a worldwide campaign for Abu Dhabi Tourism and Culture Authority highlighting the emirate as an inspiring destination for those wanting cultural authenticity and diverse natural assets. It had press, out-of-home, radio, digital and social components.
Agency: M&C Saatchi UAE
5 Daman: Vitamin D
To raise awareness of the UAE’s widespread vitamin D deficiency, insurance company Daman, FP7/DXB and Campaign’s publisher Motivate created covers for Gulf Business and Good magazines. They started out blank and revealed their messaging when exposed to direct sunlight.
Creatives: Filipa Mauricio, Michael Boszko
6 Emirates: Be there
Created in-house, Emirates’ Be There campaign followed seven employees known as ‘globalistas’ as they travelled the world. All 78,000 Emirates Group staff were invited to apply to become a ‘globalista’. The campaign was launched globally on social media. Emirates worked with National Geographic, and agency WOW helped produce 90 videos.
7 K9 Friends: Talent for hire
In a campaign aimed at the advertising industry itself, Dubai dog shelter K9 Friends began promoting its residents as models. Each dog has a look book and can be hired for shoots. The funds raised go to the shelter.
Agency: Saatchi & Saatchi Dubai
Creatives: Richard Copping, Andy Daniluc, Ion Cojocaru, Ahmed Kunamed, Adrian Voros, Biju Varghese, Ziad Jarbou, Muaath Ali
8 Samsung: Safety screen
Half the world’s population is expected to be short-sighted within the next 10 years, in part due to children holding screens too close to their eyes. The Safety Screen app, created by Leo Burnett and Samsung, uses facial recognition to warn kids to move back if they get too close.
Agency: Leo Burnett
Creatives: Daniel Salles, Bruno Bomediano, Saadi Alkouatli
9 Lipton Green tea: The fit cart
Wunderman replaced the handles on Lipton-branded shopping carts with fitness trackers that showed shoppers their steps, distance and calories to promote healthy living and make changes
to their lifestyles.
Creatives: Piotr Chrobot, Fernando Miranda, Piotr Skarbek, Linda Nader, Roger Possatto
10 Jordan Tourism Board: Yes, it’s Jordan
The first work by Entourage on the Jordan Tourism Board account in the GCC focused on less well known destinations and tourism activities.