Al-Futtaim has launched a campaign to pay tribute to its Emirati women employees across various stages of their career for Emirati Women’s Day 2025.
The campaign, titled Rooted & Rising, builds on a simple brand belief: you can lead the future without leaving your roots.
Therefore, Al-Futtaim has handed the mic over to its very own Emirati women employees, to tell their stories, in their own words, aligning with the UAE’s theme for the occasion: “Hand in Hand, We Celebrate 50 Years.”
Sarah Meredith, Global Head of Thought Leadership at Al-Futtaim, says, “We honoured the journeys of more than 900 Emirati women across our businesses – women whose confidence is grounded in values and whose ambition moves families, teams, and communities forward.”
Rolling out across Al-Futtaim’s social media platforms and an activation in collaboration with LinkedIn, the campaign features several short films that showcase the identity and significance of Emirati women in the workforce.
“The campaign lived where conversations feel personal. Short films captured formative moments that shaped who these women are at work today, and the movement extended across our channels, inviting Emirati women – within our company and beyond – to share reflections under #RootedAndRising,” Meredith explained.
The campaign drew its inspiration from the values Emirati women uphold in various facets of their lives. “Years of listening showed Emirati women evolving from quiet pillars of tradition to visible leaders of innovation, strength without loudness, ambition without compromising values,” says Meredith.
As a result, the themes of modesty, dignity, and resilience shaped the campaign’s warm, human, respectful tone.
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Furthermore, the campaign took a phased approach, launching with a teaser reel to create excitement for the series’ eventual roll out. Along with this, on August 28, Al-Futtaim is hosting an in-person community-centred gathering with themed stations offering Arabic coffee, henna and an artist showcase.
Finally, Al-Futtaim has determined several hard and soft metrics to measure the success of its Emirati Women’s Day campaign. In terms of the qualitative, Al-Futtaim will measure campaign reach, video views, LinkedIn engagement rates, participation in #RootedAndRising, and attendance at the Rooted Reflections activations.
Meanwhile, soft metrics will measure cultural resonance, shared uplift on social media and the sentiment of inspiration.
“This is not just a campaign, but a celebration of joy, unity, and the future Emirati women are shaping every day,” Meredith says.
The Emirati Women’s Day 2025 campaign runs through the week, with stories continuing in the days that follow, and has been created in collaboration with MRM MENAT.
Credits:
Client: AL-FUTTAIM
- Ben Schroeder – Chief Communications Officer
- Nina Kromann – Global Head of Employee Communications
- Olivier Bockenmeyer – Global Head of Brand
- Vanessa Merboth: Senior Social & Digital Communication Manager
- Sarah Merdith: Global Head of Thought leadership
- Nina Kromann: Global Head of Employee Communicaiton
- Maryam Shayan: Marketing & Communications Manager
Creative agency: MRM MENAT
- Maximillian Hylkema– Associate Creative Director
- Jessica Langton – Sr. Copywriter
- Ahmad Najeeb – Sr. Copywriter
- Noor Mukhallalati – Sr. Art Director
- Loay Balkis, Senior Multimedia Designer
- Nour Jurdi – Group Account Director
- Madonna Raafat – Sr. Account Manager
- Fernanda Dalke – Account Manager
- Sharmin Rashed – Digital Strategy Director
- Lara Issa – Digital Strategist
- Avinash Sreenivas – Data Analyst
