This is a compilation of the top ten experiential campaigns of 2025; that were not only executed well, but also boosted brand recognition, fostered a deeper connection between the brand and its audience, drove loyalty and influenced consumer behaviour.
1 Centrum Haleon
Agency: Horizon FCB
Haleon and Centrum reframed wellness through an immersive dome experience that translated visitors’ vitamin and mineral levels into light, sound and colour. Designed to make invisible health data feel emotional and tangible, the activation aimed to position multivitamins as everyday essentials while educating audiences on deficiencies through personalised reports and purchase pathways.
2 Diriyah
A Journey of Light
Agency: Pixel Artworks
Diriyah Company collaborated with Pixel Artworks to deliver a large-scale, multi-sensory cultural installation at Outernet London. The experience enveloped visitors in a 360-degree digital environment using ultra-high-definition screens, spatial audio, kinetic architecture and scent, transforming the venue into a vivid portal connecting Diriyah’s past, present and future.
3 RANI
Rani World Kiosk
Agencies: Innovation Crew, Havas Red ME
RANI activated a limited-edition National Day can as an entry point into the interactive Rani World kiosk. The on-ground experience combined augmented reality (AR), challenges, pranks and flash mobs to immerse visitors in RANI’s Hobaybat universe, driving social-first engagement and reconnecting the brand with Gen Z audiences in Saudi Arabia.
4 SQUATWOLF
Dubai-based sportswear brand SQUATWOLF expanded its presence in Saudi Arabia through a series of community-driven activations, culminating in the first SQUATWOLF Games in Riyadh. The two-day event attracted more than 250 attendees and underscored the growing appetite for fitness, community and experiential brand engagement in the Kingdom.
5 Netflix
Agency: Science & Sunshine
As part of a wider national takeover, Netflix transformed Terminal 1 at Jeddah Airport into a Squid Game experience. Iconic guards, show visuals and playful interventions across baggage belts, terminals and taxi areas recreated the series’ tension, turning a high-traffic public space into an immersive promotional stage.
6 PUMA
Agency: M+C Saatchi
PUMA elevated its global running campaign with a sunrise stunt at Sky Views Edge Walk in Dubai. Runners and influencers took to treadmills suspended 219 metres above the city, running towards the sunrise against the Burj Khalifa skyline, bringing the brand’s ‘Runner’s High’ concept to life through adrenaline and spectacle.
7 noon Minutes
Amitabh Bachchan Lookalike Stunt
Agency: Plug Media
noon Minutes executed a guerrilla PR stunt at Dubai’s Deira Gold Souk, placing a delivery rider alongside an Amitabh Bachchan lookalike surrounded by bodyguards. Engineered for intrigue and social amplification, the activation ensured the rider remained the focal point, driving organic buzz and online reach.
8 Property Finder
Creative: Property Finder
Property Finder celebrated its top-performing agents by handing over branded Ferraris and Lamborghinis for a three-day driving experience. Powered by the brand’s AI-driven Agent Data Assistant, the activation rewarded performance while extending visibility through social sharing and street-level spectacle across the UAE.
9 GymNation
Creative: GymNation
GymNation introduced a free, temperature-defying workout experience combining high-intensity interval training (HIIT) with cold-based challenges. Designed to offer relief during peak summer heat, the class featured ice vests, fan-powered sprints and ice-bath recovery, positioning the brand as accessible and inventive in extreme conditions.
10 Natural History Museum Abu Dhabi
Immersive Opening Ceremony
Agency: People
Creative agency People delivered an immersive opening ceremony for the Natural History Museum Abu Dhabi, in collaboration with Moment Factory. Projection mapping, sound and spatial storytelling transformed the museum’s façade and gardens into a narrative journey spanning 13.8 billion years, welcoming guests through an intimate, sensory-led experience.
Read all the lists from Campaign Middle East’s The Annual issue here.
