Every month, Campaign Middle East selects a collection of ‘Work’ to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign’s Private View section for the following month.
These are the picks for October – featuring work from Samsung MENA, Tanishq, Careem Quik, National Bank of Egypt and Jeep.
Samsung MENA: You Deserve More
Mining the insight that mobile users have expressed frustration in the lack of technological advancement in new product launches, ‘You Deserve More’ positions the brand’s latest Galaxy Z Fold7 and Galaxy Z Flip7 as the ultimate solution to buying a new phone that genuinely feels like an upgrade. With creative work by FP7 McCann and Starcom on media, the campaign, threaded together by the motif of humour, encourages users to escape basic upgrades, and explore what ‘better’ looks like.
Agencies: FP7 McCann, Starcom (media)
With a blend of short films, static visuals, influencer partnerships, and social-first formats tailored specifically to each market, this festive campaign aimed to deepen Tanishq, the global Indian gold and diamond jewellery brand’s emotional resonance with the global Indian diaspora by celebrating Diwali in a way that felt intimately familiar and genuinely reflective of their lives abroad.
In the UAE and Qatar, the campaign came to life through an integrated ecosystem of out-of-home (OOH), digital, radio and performance marketing, ensuring consumers encountered Tanishq across all relevant touchpoints.
Agencies: Team Red Dot (Media, Digital), Watermelon Middle East (PR); Production house: Lowe Lintas
This cheeky campaign, launched to raise awareness of Careem’s quick commerce grocery delivery service by highlighting its key differentiators – quality, freshness and speed. While quick commerce is often associated with impulse purchases or last-minute needs, Careem aimed to broaden its use case and position it as a reliable option for daily, weekly or monthly grocery hauls.
As such, the brand rolled-out a 360-degree brand awareness campaign through a mix of high-visibility outdoor placements, strong digital media presence, and partnerships with relevant influencers whose content aligns with its audience’s interests and lifestyle.
Agency: Careem Creative Studio (in-house); Production house: Bigfoot Films
National Bank of Egypt: A Call To All Egyptians
This nationwide awareness campaign stars Egyptian actor Essam Omar, who delivers a powerful message about cybersecurity, urging Egyptians to protect their bank accounts and personal data against growing digital scams, phishing attempts and fraud. Live across digital and outdoor channels, the campaign aims to build a national movement of awareness and protection.
The campaign is culturally rooted and built on mass relatability, turning banking safety instructions into an unforgettable anthem. Anchored by a catchy tune inspired by Egyptian folklore, this spot makes fraud awareness not just clear but instantly memorable.
Agency: Tarek Nour Advertising; Production house: Butter Films
Off-roaders have convoys. Gamers have squads. Jeep merged these two worlds with this live gaming experience, turning stuck into epic. Usually, when a car gets stuck in a game, it’s game over. However, this live role-play game sees 13 of Saudi Arabia’s biggest streamers fired up for nightly streams to show what Jeep does best: rescue, recover and ride on.
When gamers got stuck in-game, they just needed to type ‘/Rescue Squad’ in the chat, which immediately spawned a convoy of Jeeps to recover them. To extend the work into real-life, the brand also built a custom in-game showroom, where players could explore Jeep vehicles virtually, extending to real-world experiences with the booking of test drives.
Agencies: Publicis Middle East, Munch (influencer); Game developer: Esteban Quintero
