This is a compilation of the top 20 digital and integrated campaigns that defined 2025.
From eye-catching stunts to AI-generated variations, these campaigns highlight some of the region’s creative and impactful marketing efforts across various platforms.
The top 20 integrated and digital campaigns list is part of a broader wrap-up of the year, which also includes other lists, such as the top news stories, cinema ads, film campaigns and milestones. Read the Annual 2025 issue to explore these highlights.
1. Ras Al Khaimah Tourism Development Authority (RAKTDA) – RAK Summer. Unscripted.
Agency: Impact BBDO
RAK Summer Unscripted stepped away from polished tourism content and leaned into the unfiltered moments that defined real summer trips – spontaneous adventures, last-minute drives and imperfect group photos. Impact BBDO played the role of a team that had ‘gone off-script’, swapping laptops for loungers as they immersed themselves in Ras Al Khaimah. Their disappearance became the device: the RAKTDA team, alongside actual tourists, ultimately brought the campaign to life.
2. Puck – Recipe for Change
Agency: FP7 McCann MENAT
Against the backdrop of prolonged conflict in Lebanon, Puck’s Recipe for Change aimed to support displaced families by spotlighting home-made dishes crafted by Lebanese mothers. These recipes were added to restaurant menus across the UAE and KSA during Ramadan, with 50 per cent of proceeds directed to families in need. The campaign honoured culinary heritage while providing sustainable financial support.
3. Home Centre – There We Are
Agency: Publicis Middle East
Home Centre tapped into a familiar industry truth that its products appeared in countless regional ads. Instead of producing new films, the brand used targeted YouTube pre-rolls that flagged when Home Centre furniture showed up in other brands’ commercials. Each sighting triggered a cheeky message acknowledging the cameo, ending with: “This ad may not sell this table. But the next one will.”
4. HungerStation – Shaded Route
Agency: VML Riyadh
HungerStation introduced an AI-powered ‘Shaded Route’ feature to help riders navigate Saudi summers, where temperatures often hit 50 degrees Celsius. The tool prioritised shaded paths to ensure safer, more comfortable journeys without compromising speed.
5. KFC – Original Fake Games
Agencies: TBWA\RAAD, PLG
KFC addressed Gen Z’s frustration with over-promised, misleading mobile game ads. The brand rebuilt infamous ‘fake advert’ scenarios from rolling barrels to trapped kings as real, playable games. Original Fake Games delivered the chaos and unpredictability that clickbait ads never did.
6. Visa – Cash Walla Visa
Agency: Saatchi & Saatchi MEA
Visa turned a widely used local phrase – “cash walla Visa” – into the centre of a campaign rooted in real-world listening. AI-powered devices in partner stores captured every time the word ‘Visa’ emerged in natural customer conversations. Each verified mention translated into media support for that store, with real interactions repurposed as sponsored ads across TikTok and Instagram.
7. OMO – OMO Adventure
Agencies: Evolution Group, Division
OMO created a simple 2D platformer that mirrored its three-step cleaning routine. The game used quest-based mechanics to teach and entertain, allowing players to ‘Beat the Boss’, advance levels and earn rewards while subtly reinforcing household habits.
8. Holsten – Georgina’s Favourite Treat
Agency: M+C Saatchi Group Middle East
Shot entirely in Saudi Arabia, the campaign used hyper-local humour built around a rumour: that model and social media star Georgina Rodríguez visited a neighbourhood baqala, every Monday, for her favourite treat – a bottle of Holsten. The storyline centred on the shopkeeper and the anticipation created by the rumour itself.
9. Easypaisa – Easy Wala Banking
Agencies: Impact BBDO, BBDO Pakistan
As Easypaisa transitioned into Pakistan’s first digital bank, it launched a candid campaign for audiences tired of advertising and complicated banking. The brand served vertical, social-first reels featuring cars, travel and celebrities that appeared unrelated at first glance. A final voiceover tied the narrative together: “Just like you don’t like to see ads, we don’t like to see difficult banking.”
10. Visa – P(L)AY IT LIKE PEP
Agencies: Horizon FCB, Good People
Emirates NBD and Visa launched a brand campaign featuring Pep Guardiola, using football as a cultural entry point to connect with younger audiences. Rolled out across OOH, social and digital channels, the campaign drew on the Manchester City manager’s philosophy of adaptability and precision, linking the decision-making that brings success on the pitch with smarter choices off it.
11. AlArabia and Salt – Seen by Everyone / 10 Years With Salt
Agency: AlArabia
As AlArabia expanded into Dubai with a new digital network, it marked the launch through a collaboration with Salt, celebrating the restaurant’s 10-year anniversary. Teasers reading “Something salty is coming … to be seen by everyone” appeared across prime billboards, quickly becoming one of the most viewed outdoor campaigns in the city.
12. Abdul Latif Jameel Motors Toyota – Toyota Reclaims Toyota
Agency: Serviceplan Experience
Toyota confronted a digital gap in Saudi Arabia: consumers often searched for their cars using informal Arabic nicknames not supported on the official website. An off-page SEO strategy solved the issue by embedding these nicknames into backlinks and anchor tags across partner publishers and bloggers, redirecting search traffic back to the brand’s own pages.
13. Al Joumhouria – Uncensored Press: Breaching the Algorithm
Agency: TBWA\RAAD
To challenge automated censorship of conflict imagery on social platforms, Lebanese daily Al Joumhouria worked with artist Keira Rathbone to recreate scenes of war using only typewritten letters and symbols. These artworks preserved the emotional weight of the original images while bypassing algorithmic bias, ensuring stories from the region could still be shared.
14. OMO – The Art of Stains
Agency: MullenLowe MENA
OMO used henna artistry to communicate sensitive but essential guidance around period stain removal. Henna artists created symbolic designs that mirrored a three-step process: treat with cold water, wash with OMO, rinse again in cold water. The campaign blended cultural tradition with discreet education.
15. Heinz – Heinz Trade-Up
Agency: Leo Burnett UAE
A survey revealed that most UAE households had unwanted ketchup sachets stored away. Heinz Trade-Up turned those sachets into currency, allowing people to exchange them for full-sized Heinz ketchup bottles, driving both participation and brand affinity.
16. Sleepzone – TheSnoreMeter.com
Agencies: AdPro&, Impact BBDO, Impact Proximity
Sleepzone reimagined snoring as something useful, launching a digital tool that converted snore recordings into discount codes. Participants submitted 15-second clips, and the louder the snore, the bigger the discount. A playful film and radio rollout positioned snoring as something that could finally “pay off”.
17. Majid Al Futtaim – Mall Stars
Agency: Power League Gaming (PLG)
Majid Al Futtaim partnered with PLG to build immersive Roblox replicas of Mall of the Emirates and City Centre. The activation connected the retail group with younger audiences through gamified challenges inspired by real attractions, from Ski Dubai to themed fashion and beauty zones.
18. KitKat – Auto Reply Break
Agency: Publicis Middle East
KitKat revived ASCII art to create personalised out-of-office (OOO) emails for people taking a break. The OOO notes delivered humour and a small perk – an InstaShop code for a complimentary KitKat – giving those still at their desks a moment of levity.
19. McDonald’s – Menu-less Makeover
Agency: Leo Burnett Dubai
McDonald’s Saudi removed menus from restaurants across the Kingdom to prove that customers already knew what they wanted. Drive-thru billboards quipped, “You didn’t drive all this way to experiment,” while in-store panels displayed a single line: “You know what you want.” The move spurred a rapid 37 per cent increase
in footfall.
20. NYX – FaceGlue
Agencies: Brandizer, Hypermedia
A fan’s social comment: “A billboard isn’t enough. I want the whole road stamped with you,” inspired a full
city takeover. Hypermedia rolled out NYX’s Face Glue campaign across major Dubai sites, anchored by a complete Dubai Metro station wrap and 13 illuminated LED bridges along Sheikh Zayed Road. What started as a fan moment developed into a co-created, city-scale activation.
