Cannes Lions 2026: Comprehensive list of top MENA contenders and campaigns

The 73rd edition of the Cannes Lions International Festival of Creativity, will be held from Monday, 22 June to Friday, 26 June 2026, with winners of the Cannes Lions metals to be announced through the week.

The week will culminate with the gala Cannes Lions Awards at the Lumière Theatre, where the coveted Titanium Lions, Grand Prix Awards and the Grand Prix for Good will be handed over to worthy winners.

At the time of writing, only three Cannes Lions categories have announced their shortlists – including Titanium, Innovation,  and Glass: The Lion For Change – while most other shortlists will be revealed from Saturday, 20 June 2026.

Before all the shortlists are announced and the celebrations begin, the excitement and anticipation is already building up among brands and agencies in the Middle East.

Last year, out of the 828 Lions winners from 48 countries, the MENA region claimed a total of 32 wins awarded across agencies and markets – up from 22 in 2024 – including a win at the Young Lions Competitions.

Top Cannes Lions 2026 MENA contenders:

In total, more than 14 agencies from the MENA region are represented among the Cannes Lions 2026 contenders, with a total of more than 35 campaigns represented across multiple award categories from the UAE, Saudi Arabia, Jordan and Lebanon.

Here’s a brief overview before a quick dive into each of the campaigns:

Never Alone for King Faisal Hospital – by Saatchi & Saatchi Middle East

‘Never Alone’ is a 3-minute-10-second cinematic film created to humanize King Faisal Specialist Hospital and Research Center by exploring the emotional reality of serious illness and the psychological isolation patients often experience during life-threatening medical journeys.

Told through the metaphor of twin sisters, the film follows moments of tenderness, conflict, comfort, and care as one sister faces a serious illness. Together, they move through quiet rituals at home, physical struggle, moments of sickness, arguments, laughter, and fleeting moments of light, with one sister consistently supporting and protecting the other through every stage of the journey. The story leads viewers to believe that the patient is never truly alone.

In the hospital, the sisters sit together until doctors pass through the frame and the supporting twin suddenly disappears. The reveal reframes every preceding moment, exposing that the companion never existed, but was instead a projection of the patient’s inner struggle and emotional isolation. A rapid montage revisits earlier scenes, now revealing the patient alone in each moment where companionship once appeared.

Created without dialogue, exposition, or conventional medical imagery, the film relies entirely on visual storytelling, performance, and music to communicate a complex emotional truth in a way that is both culturally sensitive and universally understood. The film closes with the patient walking forward alongside her doctors, positioning KFSHRC as the presence that replaces isolation with genuine care, delivering the message: “With us, you are never alone.”

Your Place or Ours for McDonald’s – by Saatchi & Saatchi Middle East

In Qatar, when a child’s birthday is approaching, parents are faced with a familiar question: Shall we host the party at our place or somewhere else? What starts as a moment of excitement often quickly turns into a challenge. Decorations to organize, food to prepare, guests to entertain, and a home that rarely looks the same once the celebration is over.

This isn’t a new problem. It’s a shared experience passed from one family to another. Anyone who has hosted a kids’ birthday at home knows the aftermath: confetti on the floor, balloons everywhere, walls scribbled on, cake half-eaten, toys scattered across the living room. The joy is real, but so is the mess.

McDonald’s Qatar understood that while parents want to give their children unforgettable memories, they also want celebrations to be simple and stress-free. Planning a birthday at home often means more work than enjoyment, turning a happy occasion into a logistical challenge. That’s why McDonald’s Qatar launched “Your place or ours?”, a campaign that acknowledges this everyday reality and offers an easy alternative. A place where birthdays are designed for kids, and the chaos is kept out of parents’ homes.

Through bold visuals that show the unfiltered aftermath of a birthday party at home, the campaign contrasted the reality parents know all too well with the ease of celebrating at McDonald’s. No cleaning, no setup, no stress. Just fun, food, and feel-good moments taken care of.

Ruby Blooms for Nana – by Saatchi & Saatchi Middle East

Nana and Saatchi & Saatchi Middle East launched “Ruby Blooms”, the world’s first sensory guidebook created to help young girls on the autism spectrum understand menstruation in a way that meets their unique sensory needs.

Period education often falls short when it comes to neurodivergent audiences. For autistic girls, conventional approaches — typically reliant on verbal or clinical explanations — can trigger anxiety and sensory overload.

“Ruby Blooms” offered an entirely new model: a tactile, calming, sensory-led experience that prepares girls for menstruation through gradual, intuitive engagement.

The collaboration between Nana and Saatchi & Saatchi Middle East focused on designing each page to mimic the real-life sensory elements girls encounter when they get their period — the texture of pads, the rustling sound of the wrapper, the distinct smell of blood. Every detail, from color palettes to material choices, was tested and refined to help reduce the shock of the unknown and replace it with familiarity and confidence.

Let It Fly for Saudi Airlines (Saudia) – by Saatchi & Saatchi Middle East

Saudia, the official airline and flag carrier of Saudi Arabia, unveiled its on-ground ‘Let It Fly’ campaign, a cultural initiative that rewarded travellers for supporting local businesses and craftsmanship, transforming their luggage into a suitcase full of stories.

Launching for the New Year, ‘Let It Fly’ was a luggage-sticker programme inspired by Saudi cities, crafts and cultural heritage. Travellers who purchased selected cultural items receive beautifully designed collectible stickers, with each sticker adding extra baggage allowance to their journey.

At participating stores, every SAR 50 (approximately £10 or $13) spent earned one sticker. Each sticker offered travellers an additional 0.5kg of baggage allowance, up to a maximum of 1.5kg per bag. The initiative encouraged visitors to the Kingdom of Saudi Arabia to take home meaningful cultural pieces without the worry of luggage limits.

Lump Dolls for Carrefour – by Saatchi & Saatchi Middle East

In rural Tunisia, breast cancer is still too often diagnosed too late, as deep-rooted cultural taboos keep women from openly discussing their bodies or learning how to check for signs. In response, Carrefour Tunisia and Association des Malades du Cancer de Tunisie (AMC) launched an initiative in collaboration with potters from the northern region of Sejnane, aiming to transform the country’s oldest tradition into a life-saving tradition.

The campaign, created by Saatchi & Saatchi Middle East and Publicis Impact Tunis, featured a short film that follows Sejnane artisans as they mold the new dolls with care, each one inspired by real breast cancer survivors across Tunisia, themselves included. “This lump,” one artisan shares, “is just like the one Najwa discovered early. It’s her story, crafted into clay.”

At the heart of the campaign is the UNESCO-recognised Sejnane doll, a handcrafted figure made by the women of Sejnane through ancient techniques that date back 3,000 years, a tradition passed down from mother to daughter.

Through this campaign, the artisans created a new kind of doll with a subtle but powerful addition: a lump on the chest, representing the most crucial sign of breast cancer. Each doll is adorned with traditional Sejnane patterns and icons that visually guide women through the three simple movements needed for self-examination, turning the process into something intuitive and easy to follow.

The Sea for The Hive – by Saatchi & Saatchi Middle East

“The Sea” is a short film for The Hive that highlights how confusing English idioms can be when taken literally. Set in a calm seaside environment, the story follows a middle-aged man quietly observing life before noticing a frail elderly woman struggling to cross the street.

After a moment of hesitation, he steps in to help, guiding her safely across as onlookers admire the act of kindness. But just as she prepares to thank him, the moment takes a shocking turn – he suddenly lifts her and throws her into the sea, leaving the crowd in horror while he looks on with quiet satisfaction, believing he has done the right thing.

The film draws on the expression “do good and throw it in the sea,” treating it as a literal instruction rather than a metaphor. Told with restrained, almost silent-film-like storytelling and grounded performances, it balances realism with dark humour to escalate a simple misunderstanding into an unsettling outcome.

By inviting recognition before explanation, the film allows audiences to feel the confusion before revealing the true meaning of the phrase, reinforcing The Hive’s role in making English clearer, more human, and easier to navigate.

The Break for The Hive – by Saatchi & Saatchi Middle East

“The Break” for The Hive is a film that exposes the confusion caused by English idioms when interpreted literally, highlighting the emotional and practical challenges faced by non-native speakers navigating the language.

Set in an English language movie set that’s set to look like Spain in the 19th-century, the story follows a director working with his lead actress as she struggles to deliver a key line. Frustrated, he repeatedly stops the scene and pulls her aside for an intense pep talk, urging her to bring more passion and commitment to her performance.

Switching to English, the language of the film, he encourages her with the phrase “break a leg.” Trusting his direction and eager to improve, the actress seeks confirmation and ultimately takes the instruction literally. When filming resumes, she delivers the line with renewed intensity before picking up a wooden mallet and breaking her own leg on set, triggering chaos as the crew panics and the director looks on in horror.

The film escalates a simple misunderstanding into an extreme yet believable consequence, maintaining realism through controlled performances and grounded character motivation. By turning a familiar expression into a moment of uncomfortable recognition, the film reinforces the campaign’s message without direct instruction. It ultimately reveals that “break a leg” is simply a way to wish someone good luck, underscoring how easily language can mislead, and positioning The Hive as a brand that understands the emotional reality of learning English and helps make it clearer and more accessible.

OOH campaign for Louvre Abu Dhabi – by Publicis Middle East

In an oversaturated tourism landscape, where many attractions feel distant from Louvre Abu Dhabi, both geographically and mentally , the challenge was clear: show people exactly what they were missing and guide them there in the most compelling way possible. The solution was as bold as it was elegant. Louvre Abu Dhabi transformed its iconic artworks into a series of striking; bespoke street signs placed across the UAE’s busiest tourist hubs. Art didn’t just invite visitors in, it led them there.

Developed in collaboration with Publicis Middle East, the campaign reimagined outdoor billboards as an unexpected, first-of-its-kind cultural wayfinding system. Carefully selected from more than 6,000 global masterpieces, each artwork became a directional cue, guiding audiences at every corner and turn — making Louvre Abu Dhabi not just visible, but unmissable.

The journey didn’t stop at the city’s streets. The same art-led signs were reinterpreted as wayfinding devices within the museum itself, extending the concept beyond its walls. By bringing artworks from the galleries — and even from the storage collection — into public-facing spaces, the campaign blurred the line between inside and outside. Art accompanied visitors throughout their entire journey, deepening engagement and transforming the path to the museum into a continuous cultural experience.

Rescue Squad for JEEP – by Publicis Middle East

Off-roaders have convoys. Gamers have squads. Jeep merged those two worlds with “Rescue Squad,” an all-new live gaming experience, turning stuck into epic. Usually, when a car gets stuck in a game, it’s game over. But Jeep doesn’t believe in game overs. Jeep believes in breakthroughs.

For two weeks, 13 of Saudi Arabia’s biggest streamers, including Peerless, Ryan MJRM and KLO25 fired up nightly streams where players teamed up to show what Jeep does best: rescue, recover and ride on.

The mechanics of the campaign were simple, but powerful: When gamers got stuck in-game, they just needed to type /Rescue Squad in the game chat. Immediately, a convoy of Jeeps pulled up to pull them out. In essence, players got rescued, adventures continued, streams went wild.

CarJitsu for Nissan – by TBWA\RAAD 

Two professional fighters. One compact SUV. Ten thousand people in a sold-out arena who had absolutely no business being there on a Friday night but couldn’t look away.

ICRC Laws Under Attack – by TBWA\RAAD 

The International Committee of the Red Cross (ICRC) launched a bold campaign called Laws Under Attack, to draw global attention to the repeated targeting of hospitals and medical personnel in conflict zones.

Despite the Geneva Convention’s explicit protections established more than seven decades ago, when violence escalated in Lebanon in 2024, the last operational hospital in southern Lebanon became a direct casualty of targeted attacks.

In a powerful statement to the world, the ICRC partnered with TBWA\Raad to transform the laws being violated into an urgent plea for accountability.

Amid the rubble and scars of the Hospital, Lebanese muralist and calligrapher Ghaleb Hawila meticulously inscribed articles from the Geneva Convention onto the building’s shattered walls. Each crack and burn stood as concrete evidence of international law violations — an arresting reminder that these laws must be honoured and not ignored.

Om Badr campaign for KFC – by TBWA\RAAD 

The ‘Om Badr-12th Ingredient’ campaign didn’t start in a boardroom or a brainstorming session. It started with Saudi TikTok users pouring Srar Hail, a spicy seasoning created by a local cook named Om Badr from the town of Hail, over their KFC chicken.

When the behaviour became a pattern, KFC and TBWA\RAAD saw a cultural signal, not a trend to hijack. Instead of mimicking the moment, they made it official: KFC partnered with Om Badr to bring her seasoning into stores as the brand’s “unofficial 12th herb and spice”, turning a community mashup into a limited-edition menu item that honoured its origin.

Recipe for Change for PUCK, Arla Foods – by FP7 McCANN MENAT

The Recipe for Change for Puck by FP7 McCANN MENAT has been shortlisted twice in Glass: The Lion for Change at Cannes Lions 2026.

In the midst of a prolonged conflict that caused countless families to flee their homes in Lebanon, Puck launched its Recipe for Change campaign to empower and support Lebanese mothers and families by offering a sustainable source of financial support while celebrating Lebanon’s rich culinary heritage during Ramadan.

The Birdwatcher for SPOOR – by FP7 McCANN MENAT and MRM MENAT

Spoor, in collaboration with FP7 McCANN MENAT and MRM MENAT, came up with The Birdwatcher: an initiative that transforms complex wildlife monitoring data into an open, accessible experience, making previously invisible bird activity around wind farms visible to policymakers, industry and the public.

The challenge: Yes, wind energy is built to protect the future, but for too long, one part of that future has remained harder to see. Every year, birds and bats, including endangered and protected species, face real risks around wind farms: collisions, habitat disruption and the buffer zones that slow development in response.

At a time when renewable energy must scale faster than ever, what if the answer is not less wind, but better intelligence? To address this, Spoor’s technology, a patent-protected system combining AI-powered computer vision, geometric flight analysis, and ecological domain knowledge, continuously detects, tracks and classifies birds and enables curtailment at wind energy sites to prevent fatalities.

STEP BUY STEP for Saudi Arabia’s IKEA AlSulaiman – by FP7 McCANN MENAT

Saudi Arabia’s IKEA Alsulaiman launched Step Buy Step, its largest wellness-led, in-store initiative to date, created in collaboration with FP7 McCANN, turning one of the brand’s most relatable truths into a purposeful customer experience.

Launching on World Health Day 2026, the campaign tapped into a wider national movement in Saudi Arabia to make everyday life more active, healthier and more rewarding. IKEA Alsulaiman’s Step Buy Step turned a familiar shopping behaviour into an effective driver of change, encouraging customers to move more, engage with IKEA deeply, and build a more active, health-conscious society.

Missing Letters of Worth for L’Oréal – by FP7 McCANN MENAT

Spots for Shops for PARKIN – by FP7 McCANN MENAT

Parkin, a provider of paid public parking facilities and services in Dubai, in collaboration with FP7 McCANN MENAT launched ‘Spots for Shops’: a community-driven initiative that enables drivers to validate their Parkin parking fees simply by supporting small businesses in neighbourhoods across Dubai.

The initiative supported small businesses, which have Parkin-managed parking nearby. Customers could offset their parking fees by qualifying purchases at participating shops and validating it on the Parkin app, which then credits the value directly to their Parkin wallet.

The idea behind the supporting campaign was to transform routine parking into a practical incentive to stop, discover and support the hidden gems tucked between the city’s better-known destinations.

Addictech for e& – by Initiative MENAT

At the GITEX Global 2025 held in Dubai, e& unveiled a conceptual campaign that challenged convention and sparked critical conversations about people’s relationships with technology.  Addictech, a collection of conceptual health devices, served as both a showcase and a mirror — highlighting the very real problem of screen addiction while asking a profound question: what if technology could evolve beyond screens altogether?

Every year, GITEX brings together the brightest minds and boldest innovations shaping the future. But among the 2025 lineup of AI breakthroughs and autonomous machines, one showcase at the e& pavilion challenged visitors to stop and think — not about what’s next, but about what’s necessary.

Addictech was conceived not as a product line, but as a mirror. Each device — sleek, packaged and branded — addresses the physical effects of overexposure to screens. From SpineAlign (for posture damage) to NeuroGrip (for hand fatigue) and Dopamine Regulator (for lost concentration), every prototype felt tangible, believable — until visitors realised they don’t exist. But the problem they warn about does. The idea was to take innovation and turn it inward. As such, Addictech was not about what’s next to buy. It was about what’s next to change.

Arab Easy for e& – by Initiative MENAT

Arab-easy was a digital keyboard launched by e& (formerly Etisalat) in the UAE and MENA region, designed to bridge the gap between “Arabizi” (Arabic written with English letters and numbers) and the native Arabic script.

Developed in collaboration with creative agency Initiative MENA, the smart keyboard solved everyday communication hurdles for those comfortable with English typing layouts by placing Arabic letters in the exact same positions as their phonetic English counterparts.

The initiative was part of e&’s broader goal to preserve and protect Arabic cultural identity in the digital age. Instead of forcing users to abandon how they normally text, the keyboard encouraged a seamless, behavioral transition back to authentic Arabic.

The Untaught History Edition for AnNahar – by IMPACT BBDO

It may seem strange, but few Lebanese students have ever been taught a complete, unified history of the country’s period following independence. To mitigate this gap in knowledge and education, and to mark the occasion of Independence Day, An-Nahar a leading Arabic-language daily newspaper published in Lebanon, in partnership with IMPACT BBDO, launched the ‘Untaught History Edition’, another serious Cannes Lions contender.

This was a documented presentation of pivotal events in modern Lebanese history, chapters that never made it into school textbooks. The daily issue hit newsstands unlike any previous edition, its pages compiling the missing events, conflicts, turning points and major transformations that generations of Lebanese students have not studied since 1943.

The launch of the issue was not limited to the newsroom, but extended to the public sphere: in the streets of Beirut and inside schools, copies were distributed and messages were sent emphasising the need to protect history from being obscured, while social media platforms buzzed with calls to restore a national narrative that belongs to all Lebanese. The Prime Minister of Lebanon also welcomed the initiative and considered it to be of national importance, while ministers expressed their support for the publication of a unified history volume.

Playboards for Pepsi – by IMPACT BBDO

Pepsi, a long-time supporter of cricket and the Pakistan women’s national team, in partnership with the Pakistan Cricket Board (PCB) and IMPACT BBDO, unveiled Playboards – the world’s first billboards embedded with professional-grade cricket gear, created specifically for women.

The challenge: Cricket is the most popular sport in Pakistan, but mostly led by men. For many aspiring female cricketers, the game often poses severe hurdles such as access to proper cricket gear , especially for young girls training in informal spaces, with no support system and no equipment available that is specifically made for women.

Installed in public spaces, the billboards appeared with images of cricket stars, but a closer look revealed that all the cricket equipment on the billboard were not photographs, but actual cricket gear. The Playboards invitedyoung girls and women to pull equipment off the board, use it to train, and place it back for the next player. It was a powerful message made tangible: every woman who dreams of playing should have the means to do it.

No Dishcrimination Dinner Set for VIM – by IMPACT BBDO

Vim, a leading dishwashing brand by Unilever, redefined brand activism with its ‘No Dishcrimination Dinner Set‘ campaign, developed in partnership with IMPACT BBDO and BBDO Pakistan. The campaign directly addressed a deeply embedded social behaviour in Pakistani households while delivering substantial commercial results.

The campaign tackled a normalised practice in many Pakistani homes: domestic workers being served on separate plates or utensils from family members, often justified under the guise of hygiene. Recognising this contradiction at the heart of its brand values and brand promise, Vim designed a creative intervention that transcended traditional activism messaging.

Rather than a preachy statement, Vim created a redesigned dinner set of 6+1 identical plates that removed the visual cue of exclusion from the dining table. The ‘No Dishcrimination Dinner Set’ delivered a 57 per cent sales uplift versus the same period last year, while registering 377 million social media views, and leading to a 3.8 per cent advocacy lift, significantly above the 0.2 per cent regional benchmark.

Tourism Campaigns Made By Client for RAKTDA – by IMPACT BBDO

Ras Al Khaimah Tourism Development Authority (RAKTDA) took a different approach for its RAK: Summer Unscripted campaign in an effort to differentiate the city from other emirates in the UAE and promote year-round tourism.

Developed in partnership with Impact BBDO, the campaign was a quirky take on summer travel in RAK. Its narrative follows the creative team abandoning their posts to enjoy RAK’s summer offerings, therefore leaving the ‘real tourists’ in charge to showcase the destination’s allure.

Rather than showing idealised, overly curated tourism moments, the campaign leaned into humour, imperfection and relatability. It succeeded in its effort to deeply resonate with its audience, including UAE residents, young families, couples and groups of friends looking for spontaneous, nearby getaways.

Side Effects for Jordan’s BeatFM – by AdPro& Group

Adpro& Group launched ‘Side Effects’, a bold campaign for Jordan’s Seagulls Broadcast’s BeatFM 102.5, marking the relaunch of the station as the home of some of the best music in the region. The campaign shifted the focus from what music is to what music does, celebrating the emotional and behavioral side effects of the songs shaping culture today.

At the heart of the idea was a simple but powerful truth: today’s music does not just play in the background; it actively influences how people feel, think and behave. From overthinking eye contact to sending paragraphs instead of “ok,” music has become a trigger for everyday, often unspoken behaviours. That thinking became the creative springboard for ‘Side Effects’.

Rolling out across outdoor, social and digital platforms, the campaign featured a series of executions tied to globally recognised tracks, turning song titles into triggers and behaviours into proof. It positioned BeatFM not just as a station that plays hits, but as one that understands how those hits show up in people’s lives.

The Eweeha Protest for KAFA – by VML Riyadh

At every Lebanese wedding, a bride is promised a bright future filled with joy. But in reality, many women enter a system that systematically disadvantages them. With ‘The Eweeha Protest’, KAFA in partnership with VML Riyadh turned a centuries-old wedding chant into a national call for change, which has now become a strong Cannes Lions 2026 contender.

By rewriting its familiar verses with real stories of discrimination, forced obedience and unjust custody, a recognised sound of celebration became a collective call for justice, heard across radio, film and the streets. Launched during peak wedding season, KAFA released radio spots and films starring renowned Lebanese actresses performing the new Eweehas. The brand then took the Eweeha to the streets through a moving convoy, chanting at the doors of religious courts blocking the new law.

The campaign raised awareness around gender inequality, exposing how religious personal status laws discriminate against women. Women adopted the rewritten Eweehas as a rallying cry, chanting them during an impromptu protest outside Parliament. What was once a symbol of celebration became a tool of protest, helping build momentum around KAFA’s proposed unified civil law.

A post-campaign survey conducted by KAFA confirmed a clear shift in public perception, with 84 per cent supporting a unified civil law, 85 per cent supporting joint custody, 69 per cent supporting registering children under both parents, and 72 per cent favouring shared financial responsibility.

The Blind Seats for STC – by VML Riyadh

For millions of visually impaired fans, football has always been something they hear, but never fully experience. With ‘The Blind Seats’, stc and VML Riyadh reimagined the matchday experience altogether.

Developed in collaboration with the Saudi Ministry of Sport, the system translated live match data into a real-time sensory experience, allowing fans to follow every pass, shot and goal from the stands. Rolled out across stadiums in Saudi Arabia, the experience turned matchday into something that can finally be felt, not just heard, for visually impaired fans.

One seat at a time, stc opened up live football to more fans, bringing them closer to the game.

Phone Sleep Collection for IKEA Al-Futtaim – by Memac Ogilvy

IKEA Al-Futtaim, in collaboration with Memac Ogilvy, helped people reclaim their nights with the launch of the Phone Sleep Collection, a line of miniature IKEA-style beds designed specifically for smartphones.

The playful collection encouraged users to “put their phones to bed” at night, so they can fully enjoy their own IKEA beds, mattresses, and duvets.

It promoted better sleep while gamifying rest through the Phone Sleep Challenge. Each mini bed featured NFC technology that tracks how long a phone stays tucked in via the IKEA app.

Users who let their phones rest for seven hours each night, for seven consecutive nights, earned an AED 100 voucher, redeemable at IKEA.

Affordable Masterpieces for Saudi Arabia’s IKEA AlSulaiman – by Memac Ogilvy

Challenging the idea that affordable means ‘not premium’, IKEA AlSulaiman launched a campaign in Bahrain and Saudi Arabia that drew a comparison between its furniture and classic fine art pieces.

The campaign’s message was simple: Affordability and timeless quality are not mutually exclusive.

Emphasising this, IKEA Alsulaiman, in partnership with Memac Ogilvy, showcased several of its furniture that bear an uncanny resemblance to those seen in historically famous paintings.

Works by Henri Matisse, Paul Cézanne, Edvard Munch, Hugo Simberg and Dario Barbosa feature furniture strikingly similar to those found in IKEA today – therefore delivering the idea that IKEA’s designs have stood the test of time, much like the artworks themselves.

Pulse of the Land for Saudi Arabia’s CEER – by denstu Creative

CEER, Saudi Arabia’s first electric vehicle manufacturer, unveiled a new visual and sonic identity designed to position the brand as a symbol of the Kingdom’s automotive ambitions.

Developed with dentsu Creative, the rebrand centers on the world’s first bilingual Arabic-English automotive logotype and a distinctive design system inspired by Saudi heritage, including a 32-bar light signature referencing 1932, the year of Saudi Arabia’s unification.

The rollout was launched on Saudi National Day across social, digital, OOH and earned media, establishing the platform for CEER’s vehicle reveal and future brand campaigns, including its sonic identity, “Pulse of the Land”.

WingSentry – by HORIZON FCB MENA

For decades, Colombia’s extraordinary biodiversity remained largely inaccessible. Prolonged internal conflict and the presence of cartels and armed groups limited access to vast natural areas, keeping local and international tourism away. Following the 2016 country’s peace agreement, those landscapes have gradually reopened. What was once off-limits is now drawing increasing numbers of visitors, positioning Colombia as one of the world’s leading ecotourism destinations.

Yet, this resurgence has brought new challenges. As tourism has grown, so has its impact on delicate ecosystems. Increased human presence, noise, artificial lighting and habitat disruption have begun to affect bird populations, contributing to nest abandonment, altered flight patterns and reduced breeding success in certain areas.

In response, researchers from the Behavioural Ecology & Conservation Group, in collaboration with Universidad del Rosario in Colombia and Horizon FCB MENA, brought to life ‘WingSentry’, an AI-powered system designed to monitor and protect bird populations without disturbing their natural habitats.

WingSentry combined thermal imaging technology with bioacoustic sensors to observe wildlife with zero habitat disturbance. The value of the system lies not only in the data it collects, but in how that data is applied. It also translated complex ecological information into practical guidance for tourism operators, helping them design bio-corridors that avoid sensitive nesting areas and reduce human impact.

Vitamin See for Centrum, Haleon – by Horizon FCB MENA

Centrum, a multivitamin brand, unveiled ‘Vitamin See’ — a first-of-its-kind wellness experience that transformed Dubai’s Kite Beach into a living canvas of human health and creativity, created and brought to life by Horizon FCB Dubai.

In a country where more than 90 per cent of people live with at least one vitamin deficiency, Centrum, Haleon set out to change how people perceive wellness — from something invisible and clinical to something vibrant, emotional and real.

The objective of the campaign was to reframe multivitamins from optional medicine or a pill that everyone avoids, to everyday essentials. The campaign also had an informative objective – to educate people about deficiencies through art and convert awareness into action through personalised deficiency reports and product purchase links.

The ‘Vitamin See’ beach activation made that possible through a striking fusion of science, technology and art, showcasing vitamins like never before using microscopic photography and reactive design brought to life in an entertaining experience. Inside the dome, visitors’ vitamin and mineral levels were translated into immersive visuals — light, sound and colour that reflected their inner health in motion. Each element of the space brought the unseen world of vitamins to life, turning scientific data into something audiences could feel and connect with.

The Non-Qualified Countries for Big4Travel – by Horizon FCB MENA

Every four years, the world slows down and shifts its focus to the FIFA World Cup. One billion people turn their attention to one of the biggest sporting events on the planet. And every four years, official sponsors and non sponsors, brands big and small, jump in. Flights, tickets, giveaways and once-in-a-lifetime experiences. The marketing landscape becomes saturated with campaigns competing for the same audience, using the same incentives and chasing the same attention.

While the world watches football and most brands lean further into the noise, Big4Travel, one of the leading travel agencies in Bangkok, in collaboration with Horizon FCB Dubai, made a clever move and chose to step away from it. Instead of offering tickets to the biggest sporting event on earth, Big4Travel offered something far rarer: A way out – alternative options for those who don’t want to attend the FIFA World Cup 2026.

As such, the campaign spanned OOH, social placements, and the publication of a cheeky travel guide to “The Non-Qualified Countries” where Big4Travel offers its holiday packages. Places such as Indonesia, Sri Lanka, and the Maldives, which are ranked far from football’s biggest stage, suddenly became the perfect refuge. Thousands of miles away from where it all happens.

Where other campaigns amplified the spectacle, this one removed it, highlighting destinations guaranteed to have no overnight experts, obnoxious hooligans and nothing to do with football at all. Just physical, emotional and mental peace.

Women on Site for EGA – by Burson Dubai

In the UAE, 56 per cent of STEM graduates are women, yet only 15 per cent enter heavy industry. From workplace norms to imagery, heavy industry remains one of the most visibly male-coded sectors globally. Women are often absent from the environments they are being asked to join, which unconsciously reinforces who is expected to work there. Even safety signage depicts only male pictograms and language.

On the worksite, the campaign replaced male-only safety signs across all EGA facilities with a gender-inclusive design system. Through subtle but meaningful additions, including female hairstyles, facial features, workwear, and language, the signs encouraged belonging while still adhering to strict global safety and regulatory standards. Launched on Emirati Women’s Day, this signage system was made open-source to allow partners and companies across the UAE to adopt the designs on-ground.

At the university level, the campaign engaged women in STEM programs through panels featuring female role models, making the career path visible to future talent. Finally, to address societal bias, the campaign spotlighted familial support through social storytelling, knowing that 68% of Emirati women’s career choices are significantly influenced by family. This internal initiative scaled organically across the industry and society, generating lasting business impact.

By increasing visibility at all levels, more women saw themselves in heavy industry. The campaign positioned EGA as a leader in both industry and inclusivity, leading to an increase in career searches. Since launch, the number of women working at EGA has risen by 51 per cent, making this campaign another great Cannes Lions 2026 contender.

The Coolest Ihram for Saudi Airlines (Saudia) – by Landor

The campaign brought to life by Saudia, in partnership with Landor, introduced the world’s first high-tech cooling Ihram – a pilgrimage garment designed to enhance comfort during Hajj, when temperatures in Saudi Arabia are often quite high.

Engineered with advanced cooling fabric, it actively reduced heat on the skin by up to -2C^o, ensuring comfort and safety even in harsher conditions.  Lightweight, breathable, and moisture-wicking, the innovative Ihram also intended to protect against UV and supported pilgrims in focusing on their spiritual path without compromising comfort.

Fully compliant with religious attire requirements for men and women, it also provides UPF 50+ sun protection. The innovation debuted at Arabian Travel Market 2025 in Dubai, reflecting Saudia’s commitment to improving the pilgrim experience.

Najm Suhail: The Star that Brings You Home for TANK – by SOCIAL Clinic, Jeddah

In Saudi Arabia, the relationship with the desert is different. It is part of everyday life, part of how people explore, gather, and move. But this reality demands systems that can keep up. Because connectivity is not always there, and when it disappears, so does the sense of control.

GWM Tank entered Saudi Arabia’s SUV market with Najm Suhail, a utility-led platform designed to solve real desert navigation risks and build credibility through action. Developed in collaboration with SOCIAL CLINIC, the campaign was rolled out primarily through social media and digital channels.

The idea was rooted in a clear and urgent problem. Every month, rescue teams respond to more than a hundred desert incidents, many involving young drivers and off-roaders who rely entirely on their phones. The issue was not about people being adventurous; it was dependency. A generation raised on instant access has never needed to think beyond it. The moment the signal drops, decision-making collapses. The instinct is to keep moving, often turning a manageable situation into a dangerous one.

Najm Suhail was not designed as a message about safety. It was a system designed for when safety becomes critical. A device and platform that prepares drivers before entering the desert, guides them when they lose direction and supports them when situations escalate. That makes this one of Saudi Arabia’s strong contenders at Cannes Lions 2026.

Campaign Middle East will continue to bring you updates of all the winning campaigns from the region at Cannes Lions, which announced on each day at the Cannes Lions International Festival of Creativity.

Stay tuned for daily wrap-ups and exclusive interviews, conducted live from Cannes, France.