Every month, Campaign Middle East selects a collection of ‘Work’ to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign’s Private View section for the following month.
These are the picks for September – featuring work from Namshi x Tommy Jeans, talabat, Emirates Global Aluminium, ASFAR and Stellantis Middle East’s Dodge.
Namshi and Tommy Jeans: Style Academy
This campaign reimagines the school experience through the unapologetic lens of Gen Z. The idea comes from a simple flip: what if Back-to-School wasn’t students learning from teachers, but the other way around? Gen Z teaching, adults taking notes. Style Academy hands Gen Z the reins – from renaming the principal’s office to ‘Style HQ’ to owning the hallways in full Tommy drip. Developed in-house by Namshi’s marketing team, Style Academy aims to drive results by creating digital-first experiences that genuinely excite people.
This campaign invites residents in Saudi Arabia to invest in the nation’s tourism sector by showcasing conventional Saudi culture to be appealing and enjoyable regardless of where one is from. The campaign, launched across social media platforms, builds on ASFAR’s recent sponsorship of the Al Hilal Football Club.
The spot shows footballers Stefan Savić, Yassine Bounou and Aleksandar Mitrović playing a card game called Baloot, leveraging their hand to compete and decide the next Saudi destination that they should visit. ASFAR’s spot leans into Saudi residents’ everyday habits, while sharing pride in the nation’s heritage and encouraging the world to ‘Experience More’.
Agency Nurum Production house Sifr PR agency Memac Ogilvy
Stellantis Middle East’s Dodge puts a spin on the stereotype that fatherhood is a trade-off for the end of freedom and fun. The campaign taps into a truth rarely addressed in car advertising: as family responsibilities mount, people become less open to new experiences. Self-expression takes a backseat, and personalities become more reserved.
The campaign is a rallying cry to remind fathers in the region that they still have a hidden bold spirit and that Dodge is the ride that suits them best. The campaign is being rolled out across social, digital, outdoor and showrooms, and is powered by bold headlines, striking visuals and a tone that says: this is not your typical family SUV car campaign.
Agency Publicis Groupe Middle East Production house Rush
This 360-degree back-to-school, omni-channel campaign from talabat dominated high-visibility out-of-home (OOH) across the UAE, from billboards and LED screens to lamp posts, elevator screens and Dubai Tram wraps.
The campaign leans into the brand’s greatest strength – choice – offering consumers an alternative perspective on the end-of-holiday season. Instead of seeing the back-to-school juggle as stressful, the brand reframed it as proof that life is moving forward, showcasing talabat’s role as a reliable delivery platform that consumers can lean on to keep them steady through the chaos of the back-to-school season.
Agency Memac Ogilvy
Emirates Global Aluminium: Made By Many
This four-part video series celebrates Emirati Women’s Day by spotlighting female Emirati engineers at Emirates Global Aluminium (EGA). The series is anchored by testimonials from the support systems of EGA’s Emirati women employees, including mothers and sisters who share their pride for the engineers in their families.
EGA aims to inspire the next generation of Emirati women to consider a career in science, technology, engineering and mathematics (STEM) by sharing authentic stories of its employees, building on its Break The Mould brand platform. The campaign launched across EGA’s social media platforms, and was amplified through broadcast media and word-of-mouth marketing.
Agency Burson
To keep up to date with the latest Work from the region, click here.
