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 June is by Diego Flórez, the Head of Innovation at Livingroom Dubai.
Al-Futtaim Lexus: Made Personal
Lexus’ ‘Made Personal’ refreshingly focuses on people, not just cars, unlike most ads in the category.
It connects with the UAE audience, highlighting tailored luxury and exclusivity. Lexus, like other luxury brands, aims to forge emotional connections with their audience.
I’m curious to see how the rest of the campaign will deepen this bond on a personal and direct level.
What I most like about this campaign, beyond seeing people absorbed in music, is its ability to evoke indescribable emotions and capture the essence of ‘Tarab’ —a word that’s not easy to translate but embodies deep emotional human immersion.
Profoundly Arabic yet universally relatable, as it portrays the magic of music in connecting us beyond words.
Sharjah Education Academy: Sonic Identity
Sharjah Education Academy’s new sonic identity is truly inspiring, blending traditional Emirati instruments with orchestral sounds.
For a Western expat like me, I find it soothing, insightful, and a vivid reminder of UAE’s rich culture.
I always respect work that supports culture, and in this case, it’s ironic yet admirable that an academic institution is teaching all of us to keep spreading culture.
A campaign about iced Alps, in the beginning of summer, for a region with the highest temperatures on the planet, might not sound ‘regionally relevant’ at a first glance.
And that’s why it works.
While the industry is asking for creative work to be more humorous, Egypt has been doing it before it was cool, and this is a good example.
Kudos to Nescafe as it’s hard to make a product-centric story engaging, but this 3in1 vs 3in1 shot campaign has that wit that leaves you wanting to see more funny compared situations.
