AdvertisingCreativeEditors' PicksFeaturedMarketing

Campaign annual: Best integrated campaigns from 2018

The best integrated work from the past year

1

Majid Al Futtaim

Twogether box

Agency: Nomads Dubai

Together with Majid Al Futtaim, Nomads created a family ritual for donating during Ramadan. Parents and kids each select items to give to the poor, putting them in two separate compartments of the box.

2

Byblos Bank

No home like home

Agency: FP7/BEY

By 2016 almost every Lebanese citizen living in the country and able to afford a house had already bought one. So Byblos Bank changed its target, launching Expat Housing Loans with a campaign that targeted expatriates returning for the summer holidays.

3

Dubai Properties: 1/JBR

Not for everyone

Agency: FP7/Dubai

In 1/JBR you won’t find ostentatious displays of wealth. So the campaign played on the lack of blinged out bathrooms, diamante décor and dancing fountains, focusing on subtle simplicity instead.

4

Aloft Hotels

Project: Aloft Star UAE

Agency: Create Content

Aloft Hotels is Marriott International’s brand for music lovers. It teamed up with Universal Music to present the 2018 edition of artist-discovery competition Project: Aloft Star UAE. The finale was hosted at Aloft City Centre Deira, where Marriott loyalty-programme members got special treatment.

5

Gems

Genius in every child

Agency: Proof

The campaign sought to drive up enrolments at Gems Education’s schools. Its premise was: “Every child has the potential to be great, but few are given the opportunity to explore their true capabilities. [Gems] believes that a quality education is a basic human right, and key to unlocking the greatness that lies in every child.”

6

Zoom

ComicCon

Agency: Tamra C2

Convenience store chain Zoom introduced a new hero at the Middle East Film & Comic Convention 2018: Zooper-Dooper Zoom. He was launched with a comic book, social media posts and giveaways.

7

Citibank

Cashback credit card

Agency: Horizon FCB

The TVC and associated 360-degree campaign emphasised the simplicity of Citibank’s Cashback credit card.

8

Western Union

Pinoy Superstar

Agency: Tamra C2/C2 Native

Western Union’s WU Pinoy Superstar was a singing competition for the Filipino diaspora in the GCC. More than 1,500 singers participated, and the final in Dubai was broadcast live on internet television network TFC.

9

BMW Middle East

#30DaysOfJoy

Agency: Serviceplan Middle East

BMW Middle East’s #30Days­OfJoy campaign was about
the pleasure of driving. It featured four short films,
stills and a digital platform
that gave users BMW gifts
and experiences on every day
of Ramadan.

10

Health at Hand

Handy, right?

Agency: RAPP

RAPP’s campaign for Health at Hand spanned social media, radio, web, digital media, print and activation, and was the agency’s first work for the healthcare app.

Comments

");