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Campaign Annual: The top 10 digital and social campaigns of 2018

The best digital and social work of the year.



Media partner: Twitter

One of three live shows produced by media partners on Twitter (as well as #HawanahZein and #YallaGoal), the Arabic series kept viewers informed of what was happening at the major fashion weeks of the season. #FrontRow streamed 10-minute segments covering events in New York, London, Milan and Paris.


Durex Arabia

No one has to know

Agency: Havas

A video on Durex Arabia’s social channels plays on the awkwardness associated with buying condoms, and showed how Durex can be bought anonymously through online retailer The packaging is “momproof”, “receptionistproof” and “neighbourproof”.



Virtual pain killers

Agency: Grey Dubai

On a low budget, Panadol searched for tweets that expressed the pain of losing during the World Cup, then replied to them individually with comforting words and a link to gift vouchers for humble treats such as massages or cinema tickets.



Buckets of Joy

Agency: Edelman

For UAE National Day, KFC converted its bucket meals into interactive augmented reality experiences. A virtual story could be played out through a smartphone screen, on the canvas of the bucket itself.


World Food Programme

Food for thought

Agency: Cheil KSA

Cheil KSA encouraged food bloggers to share thought-provoking visuals to raise awareness and increase public engagement with global hunger.




Agency: Impact BBDO

Fashion store Centrepoint asked students in the UAE and Saudi Arabia to submit designs for a space fashion collection. The winner was Malika Akhmedova, a first-year student from the College of Fashion and Design in Dubai.


Mr Usta

Do it right

Director: Michael Fillon, Spaceplum

“We created characters
alluding to be real-life companies and set up their websites and social media pages and launched their video ads,” said Mr Usta CMO Anis Sahyoun. Each character tackles a pain point. Meet Mister Overprice, Mister Maybe and Miss Clueless, for example.




Agency: Y&R Dubai

UNHCR’s Ramadan
campaign sought to raise awareness around the
pressing needs of refugee families. Videos shared on
social media conveyed a message of standing together and leaving no one behind.


Abu Dhabi Motors


Agency: Grey Dubai

Using traditional Ramadan ‘fawazeers’ (riddles), Grey Dubai launched #BMWInstaHunt, asking users to crack clues and find cars hidden on Instagram. A winner each week during Ramadan won a spot at a BMW track day event.




Technology partner: Twitter

Property developer Emaar’s World Cup campaign followed the format of the competition, with a pre-group teaser stage around a Twitter poll, a collaboration with Italian footballer Alessandro Del Piero, and then a call for photos. People who tagged themselves, their friends or their family enjoying football stood a chance to win a luxury apartment at the end of the tournament.