Creative Archives - Campaign Middle East https://campaignme.com/category/creative/ Fri, 24 Jul 2026 09:14:29 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png Creative Archives - Campaign Middle East https://campaignme.com/category/creative/ 32 32 Sleepzone recalls its mattresses to keep Jordan awake for football https://campaignme.com/sleepzone-recalls-its-mattresses-to-keep-jordan-awake-for-football/ Fri, 24 Jul 2026 09:14:29 +0000 https://campaignme.com/?p=125087 As Jordan prepared for its first-ever FIFA World Cup appearance, mattress brand Sleepzone temporarily “recalled” its mattresses, pillows and duvets in a campaign that encouraged fans to stay awake for the country’s historic matches. Created by Adpro&, the campaign played on Sleepzone’s positioning around better sleep by suggesting its products were too effective, risking customers […]

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]]> PR is still an industry that fears creativity. Has Odysseus taught us nothing? https://campaignme.com/pr-is-still-an-industry-that-fears-creativity-has-odysseus-taught-us-nothing/ Thu, 23 Jul 2026 12:44:54 +0000 https://campaignme.com/?p=125068 To be considered creative in PR is to be considered reckless. To be considered reckless is to be considered risky. It comes with a warning label. You need exceptional circumstances to turn to creativity. It’s calling upon Achilles over Odysseus. And that’s where the misconception lies. Not to mention the missed opportunity. Odysseus taught us […]

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]]> Shake Shack turns burger launch into AI-powered shouting challenge https://campaignme.com/shake-shack-turns-burger-launch-into-ai-powered-shouting-challenge/ Thu, 23 Jul 2026 12:22:31 +0000 https://campaignme.com/?p=125062 The Big Shack Big Shout Challenge invited consumers across the GCC to compete by shouting the burger’s name in a single breath, generating more than 66,000 WhatsApp interactions.  To introduce one of its biggest burgers yet, Shake Shack partnered with Amber Communications and WhilterAI to create the Big Shack Big Shout Challenge – an AI-powered […]

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]]> Qiddiya City launches ‘Powered by Play’ brand platform https://campaignme.com/qiddiya-city-launches-powered-by-play-brand-platform/ Thu, 23 Jul 2026 10:58:25 +0000 https://campaignme.com/?p=125016 Qiddiya City has launched a long-term platform, ‘Powered by Play’, built to put play back at the heart of everyday life. The platform arises from Qiddiya City’s latest proprietary research which explores why Saudi nationals are leading the world in recognising play as a vital catalyst for overall human potential. According to the data, 87 […]

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]]> Private View by Publicis Middle East’s Anton Marais https://campaignme.com/private-view-by-publicis-middle-easts-anton-marais/ Wed, 22 Jul 2026 13:39:43 +0000 https://campaignme.com/?p=124999 Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This month’s review is by Anton Marais, Senior Creative Director, Publicis Middle East. Al-Futtaim Toyota: The Accidental Win I remember the Toyota building fondly. Brands spend fortunes trying […]

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]]> MCH Global launches Decoded, a youth culture arm targeting Gen Z and Alpha https://campaignme.com/mch-global-launches-decoded-a-youth-culture-arm-targeting-gen-z-and-alpha/ Wed, 22 Jul 2026 08:02:25 +0000 https://campaignme.com/?p=124970 MCH Global, the award-winning experiential and culture marketing agency, has launched Decoded, a dedicated youth culture and experiential insights arm built to help brands actually connect with Gen Z and Gen Alpha, not just talk at them. Think of it less as another trend report gathering dust in a shared drive, and more as a […]

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]]> Saudi Arabia makes the World Cup’s hydration break a real-time marketing platform https://campaignme.com/saudi-makes-the-world-cups-hydration-break-a-real-time-marketing-platform/ Tue, 21 Jul 2026 12:16:59 +0000 https://campaignme.com/?p=124944 Saudi Tourism Authority has transformed one of the World Cup’s most recognisable match-day moments into a real-time social activation, using the tournament’s three-minute hydration breaks as the inspiration for a live Instagram competition promoting travel experiences across Saudi. Launched under the Saudi, Welcome to Arabia brand, The Real Hydration Break centered on a simple mechanic […]

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]]> IKEA Alsulaiman turns a football tactic into a ‘Flat Out’ discount campaign https://campaignme.com/ikea-alsulaiman-turns-a-football-tactic-into-a-flat-out-discount-campaign/ Mon, 20 Jul 2026 12:57:26 +0000 https://campaignme.com/?p=124889 To win the last few moments of the FIFA World Cup 2026, IKEA Alsulaiman tapped into one of the game’s most unusual defensive moves as the basis of its latest timely campaign. The premise was simple: audiences were invited to catch a player lying flat behind their team’s free-kick wall. While a free-kick is typically […]

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]]> onepointfive appoints Simon Walsh as Global ECD https://campaignme.com/onepointfive-appoints-simon-walsh-as-global-ecd/ Mon, 20 Jul 2026 09:30:26 +0000 https://campaignme.com/?p=124916 Independent brand experience agency onepointfive has appointed Simon Walsh as Global Executive Creative Director, as it expands its presence in the Middle East and grows its international creative offering. Based in Dubai, Walsh will lead the agency’s Middle East operations while overseeing its global creative output. He will work alongside founders Rob Pryce and Joel […]

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]]> MKV Digital expands into Saudi Arabia with Asia Ali and Waqas Ali at the helm https://campaignme.com/mkv-digital-expands-into-saudi-arabia-with-asia-ali-and-waqas-ali-at-the-helm/ Fri, 17 Jul 2026 08:11:28 +0000 https://campaignme.com/?p=124881 Dubai-founded social and creator marketing agency MKV Digital has announced its expansion into Saudi Arabia alongside a strengthened leadership structure, marking the agency’s next phase of growth across the GCC and international markets. The expansion follows growing demand from brands and agency partners for specialist social and creator capabilities, as organisations increasingly look to build […]

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