Private View by Richa Rai, Account Director, AKQA Dubai.Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our ‘Works’ from May is by Richa Rai, Account Director, AKQA Dubai.
talabat x Kitopi: See, Eat, Repeat!
Kitopi’s shift from a back-end cloud kitchen to a consumer-facing brand was done with clarity and simplicity. The ‘See, Eat, Repeat’ message was catchy and consistent, especially across OOH and influencer content.
It made the offering easy to grasp and remember.
One thing that could’ve added more value would be integrating QR codes or clearer digital extensions to bridge awareness with action.
MG Egypt: Well Known, Even If Not Owned
This campaign tapped into a culturally relevant insight – Egyptians love discussing cars, whether they own them or not. MG used that idea cleverly to build warmth and relatability.
The humour felt organic, and the subtle product placement didn’t interrupt the storytelling. A clearer next step, like encouraging test drives, could have helped tie emotional engagement with tangible outcomes.
This one leaned fully into bold, local humour, and it worked. The over-the-top execution made it easy to share and perfectly suited platforms such as TikTok and Instagram.
It felt fun and intentionally unpolished. That said, the raffle mechanism and brand presence could’ve been brought to the forefront a bit more, so viewers connected the fun with a clear takeaway or action.
RAM: RHO Airlines – The Shortest Flight
RAM’s approach was theatrical and unexpected, turning a product demo into a full-on desert stunt. The visual production and airport setup created buzz without feeling out of place. The use of influencers felt integrated, not forced. The campaign did well to anchor the showmanship in product performance.
Stripping menus from stores sounds risky, but it worked in McDonald’s favour by driving curiosity and footfall. It made people pause, think, and rediscover their favourites – a nice twist on everyday behaviour. I would’ve loved to see some more layered storytelling to deepen impact.
Amplification beyond store walls could’ve helped sustain the momentum beyond the initial surprise.
By Richa Rai, Account Director, AKQA Dubai.
