Digital Archives - Campaign Middle East

Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals

Anup Oommen — Fri, 03 Jul 2026 07:00:43 +0000

Majid Al Futtaim‘s SAVA has⁠ ⁠recently released AI-generated films as it continues to build brand awareness and consideration as the first Emirati-owned value supermarket with 13 stores now open across the Emirates and more openings on the way this year. The campaign films feature 3 characters that form the SAVA Squad: Baguette who steps into […]

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Orange Egypt, Tarek Nour Advertising reflect Egypt’s cautious World Cup optimism

Anup Oommen — Fri, 03 Jul 2026 06:53:33 +0000

When Tarek Nour Advertising sat down to build Orange Egypt’s FIFA World Cup 2026 campaign, the first decision was also the most important: resist the obvious. The traditional playbook for football advertising is well-worn and filled with bold promises, championship imagery, the nation united behind a guaranteed victory. It works for AFCON, where Egyptian fans […]

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Equiti Group reveals perfectly timed ‘Anything can happen’ FIFA World Cup campaign

Anup Oommen — Wed, 01 Jul 2026 09:57:38 +0000

Equiti Group has released its FIFA World Cup marketing ad, which steps away from the storyboard of a traditional football advertisement to focus on the emotion of the game and reinforce Equiti’s brand approach of putting people at the centre of every story. The creative was brought together through the campaign message, “Anything can happen. […]

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GEMS Education’s ‘Lost In Translation’ meets kids where they are to experience Arabic in daily life

Anup Oommen — Wed, 01 Jul 2026 09:15:55 +0000

GEMS Education has launched its ‘Lost in Translation‘ campaign, created to address a challenge that extends far beyond the classroom: how do you make Arabic feel relevant, engaging and accessible to a generation growing up in highly multicultural, predominantly English-speaking environments? Lost in Translation is not an awareness campaign about Arabic learning. Instead, it achieves […]

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Fujifilm Instax, Amira Adeeb collab on campaign to merge music, culture and self-expression

Anup Oommen — Wed, 01 Jul 2026 09:00:04 +0000

Fujifilm Instax Middle East has unveiled ‘Tasbeera‘, a new campaign in collaboration with Egyptian singer and songwriter Amira Adeeb. The campaign celebrates a new generation of confident self-expression through music, fashion, photography and culture. Launching with a cinematic 60-second teaser mini music video, the campaign captures the playful and spontaneous energy that has become synonymous […]

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From ‘no’ to ‘go’: Clever campaign at Cannes Lions calls creatives to try the ‘impossible’ in the UAE

Anup Oommen — Tue, 30 Jun 2026 12:50:23 +0000

For the third year in a row, the UAE Government Media Office turned its presence at the Cannes Lions International Festival of Creativity into a conversation starter for the creative community. It leaned into billboards perfectly placed along the most bustling areas of the festival to offer an invitation to global creatives and share messages […]

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Yas Island’s ‘The Answer is Yas’ campaign drives 441 per cent surge in package search

Anup Oommen — Tue, 16 Jun 2026 14:26:51 +0000

When Yas Island launched ‘The Answer is Yas‘ earlier this year, the premise was simple: in a world of endless options and overwhelming choices, travellers didn’t need more to consider, they needed one definitive answer. That answer was Yas. The campaign was born from a clear insight into the modern travel dilemma: with 87 per […]

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CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Anup Oommen — Wed, 03 Jun 2026 07:11:33 +0000

CALIN has revealed details about its ‘I Only Do Soft’ campaign in Morocco, which not only makes the brand distinctive and memorable, but also takes the conversation of baby products beyond softness and comfort to emotional care – with babies leading the chat. The campaign shifts the focus beyond a simple product claim and converts […]

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Ariel taps into the emotional load behind everyday household moments

Ishwari Khatu — Mon, 01 Jun 2026 10:53:19 +0000

Ariel launched a new campaign “Mara wahda khalest ala il boaa”, roughly meaning “First time is enough to eliminate stains” for its Egypt market. Created and conceptualised by Cairo-based agency People of the Internet, the campaign focuses on the challenges that women and mothers face in their everyday life and encouraging them to be authentic […]

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Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

Anup Oommen — Tue, 26 May 2026 05:00:03 +0000

Snap Inc. and Almarai, in partnership with Starcom KSA, have revealed the results of the Harat ALYOUM Ramadan activation, which showed up across both physical and digital environments in a first-of-its-kind global execution. Almarai and Snap partnered to connect Promoted Places with an immersive augmented reality (AR) experience on the Snap Map across key public […]

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