Simon Walsh, Executive Business Director, LIGHTBLUEThere’s a different kind of energy in the Middle East. It’s not the type you find in trend reports or cultural decks. It’s faster, louder, and more committed to the power of a big idea. A big energy rooted in bravery and ambition; this mindset has made the region a creative proving ground for some of the world’s most ambitious experiential work.
In a market where every brief starts with ‘a world first’ or ‘never seen before’ expectations are high, and attention is earned through action with bravery and creativity and it doesn’t have the luxury of playing it safe. The best work here is daring, deeply expressive, and often logistically outrageous, and that’s exactly what makes it effective.
Bravery
We’ve had the chance to create experiences that historically only this region would embrace. We’ve projected dragon holograms over the pyramids for OSN and HBO. We shout beyond traditional launch events by helicoptering an unseen BMW M5 over the Dubai skyline to launch it against the city itself. To break through the noise of the world cup we needed something that had never been done before so we created a floating football pitch in the desert during the Qatar World Cup.
Buzz
These ideas weren’t built to check boxes. They were built to ignite conversation, grab attention, and deliver an emotional impact that stays long after the event ends. It’s important to note that none of them would have worked without clients who were ready to trust us and the region’s instinct for scale, drama, and Middle East Energy. Because while the rest of the world still talks about purpose and authenticity, the Middle East has moved forward. The conversation here is less about what’s true, and more about what’s possible.
That shift, from authenticity to entertainment and shared emotion is key to why this region stands apart. People may value what’s true, but they remember what moved them, in other words people don’t make decisions based on what’s logical, but what feels meaningful. That logic applies everywhere, but in the Middle East, it’s amplified.
Bold ideas
It’s not just that the region rewards ambition. It expects it. Brands that thrive here are those that show up with courage, not caution. They understand that success in experiential marketing isn’t found in strategy decks or recycled ideas, it’s built in real-time, with the understanding of what people want to feel. Experiences must be dynamic, rooted in local relevance, and executed with a level of craft that turns heads and earns attention.
That mindset has shaped the way we think about scale. Big isn’t just a tactic. It’s a necessity in a market where cultural conversations are already loud. In this context, experiences are designed not just to be seen, but to be shared, talked about, and remembered. These aren’t gimmicks. They’re actions. They show the world what’s possible when creative ambition meets cultural momentum. They prove that experiential marketing doesn’t need to sit on the sidelines of a brand strategy, it can lead it.
Too often, global brands arrive with ideas that have already worked somewhere else. Safe concepts. Predictable activations. But what works in London or New York doesn’t always translate. The Middle East demands a different rhythm. A faster pace. A creative process that isn’t afraid to rewrite the brief halfway through because something more exciting came up.
This flexibility is one of our region’s strengths. It creates space for instinct and spontaneity, two qualities that don’t always sit easily within traditional marketing structures. But when the conditions are right, they produce results that traditional thinking never could.
For global marketers watching the region the message is simple: if you want to understand the future of experiences, don’t just study the Middle East, get involved. Partner with teams who know the pace and pressure. Trust the feeling over framework. It’s a mindset and a new understanding for what audiences want, what brands can do, and what creativity looks like when you stop playing safe, Middle East energy is where bravery and madness thrive, and that’s exactly what the world needs more of right now.
By Simon Walsh, Executive Business Director, LIGHTBLUE.
