The Work Archives - Campaign Middle East https://campaignme.com/category/the-work/ Thu, 09 Jul 2026 09:56:15 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://campaignme.com/wp-content/uploads/cropped-Campaign_512-32x32.png The Work Archives - Campaign Middle East https://campaignme.com/category/the-work/ 32 32 ‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations https://campaignme.com/no-lays-no-game-video-campaign-feat-saudi-footballers-builds-on-fan-activations/ Thu, 09 Jul 2026 09:55:47 +0000 https://campaignme.com/?p=124406 Lay’s have released a video campaign for the FIFA World Cup 2026™, capturing Saudi Arabia’s passion for football on screen as part of its wider marketing campaign that encourages fan interaction. The video campaign, brought to life in partnership with IMPACT BBDO and Film Pudding, has already been seen by millions on live broadcast streams […]

The post ‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations appeared first on Campaign Middle East.

]]> Women For Change, Edelman reveal rollout of Cannes Lions-winning The Unburied Casket https://campaignme.com/women-for-change-edelman-reveal-rollout-of-cannes-lions-winning-the-unburied-casket-campaign/ Tue, 07 Jul 2026 05:16:03 +0000 https://campaignme.com/?p=124251 Women for Change, a civil society non-profit organisation and advocacy movement, in partnership with Edelman, has revealed details about The Unburied Casket campaign, which recently won a Silver Lion – Glass: Lion for Change and a Bronze Lion – PR  at the Cannes Lions International Festival of Creativity 2026. The campaign was created to address South […]

The post Women For Change, Edelman reveal rollout of Cannes Lions-winning The Unburied Casket appeared first on Campaign Middle East.

]]> Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation https://campaignme.com/novo-nordisk-lama-jouni-saatchi-saatchi-reframe-weight-transformation-conversation/ Tue, 07 Jul 2026 05:00:27 +0000 https://campaignme.com/?p=124259 Novo Nordisk has unveiled The Live Lighter Collection™, a campaign that turns the clothes people set aside after significant weight loss into a celebration of how far they’ve come. Created by Saatchi & Saatchi Health under the brand’s Live Lighter™ platform, and developed in partnership with influencer and designer Lama Jouni, the work explores a […]

The post Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation appeared first on Campaign Middle East.

]]> Batroun Foot City transforms a coastal city into a 39-day World Cup activation https://campaignme.com/batroun-foot-city-transforms-a-coastal-city-into-a-39-day-world-cup-activation/ Mon, 06 Jul 2026 08:08:55 +0000 https://campaignme.com/?p=124163 Batroun has been transformed into a large-scale FIFA World Cup fan destination through the launch of Batroun Foot City, an activation created by Batrouniyat that combines live football screenings with entertainment, hospitality and community experiences. Running throughout the tournament, the initiative aims to position the Lebanese city as a destination for football fans while supporting […]

The post Batroun Foot City transforms a coastal city into a 39-day World Cup activation appeared first on Campaign Middle East.

]]> Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals https://campaignme.com/majid-al-futtaims-sava-reveals-sava-squad-to-show-dominance-over-category-rivals/ Fri, 03 Jul 2026 07:00:43 +0000 https://campaignme.com/?p=124189 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 […]

The post Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals appeared first on Campaign Middle East.

]]> Orange Egypt, Tarek Nour Advertising reflect Egypt’s cautious World Cup optimism https://campaignme.com/orange-egypt-tarek-nour-advertising-reflect-egypts-cautious-optimism-at-fifa-world-cup/ Fri, 03 Jul 2026 06:53:33 +0000 https://campaignme.com/?p=124107 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 […]

The post Orange Egypt, Tarek Nour Advertising reflect Egypt’s cautious World Cup optimism appeared first on Campaign Middle East.

]]> G42’s Inception rebrands to Inception42 https://campaignme.com/g42s-inception-rebrands-to-inception42/ Thu, 02 Jul 2026 14:32:34 +0000 https://campaignme.com/?p=124105 Inception, a G42 company, has rebranded to Inception42, with a refreshed identity that marks its strategic shift from a research institute to a sovereign agentic AI deployer. The rebrand reflects a broader evolution in ambition; positioning Inception42 at the forefront of agentic AI systems designed to operate within highly regulated environments where data sovereignty, security, […]

The post G42’s Inception rebrands to Inception42 appeared first on Campaign Middle East.

]]> Visa’s FIFA World Cup 2026 travel campaign offers a ‘new game plan’ https://campaignme.com/visas-fifa-world-cup-2026-travel-campaign-offers-a-new-game-plan/ Wed, 01 Jul 2026 11:26:38 +0000 https://campaignme.com/?p=124064 Visa, an official partner of the FIFA World Cup 2026, has launched The New Game Plan – a cross-border travel campaign created by Serviceplan Middle East, rolling out across 15 countries and 13 languages throughout the Central and Eastern Europe, Middle East and Africa (CEMEA) region. Building on the insight that spontaneous, unplanned moments are […]

The post Visa’s FIFA World Cup 2026 travel campaign offers a ‘new game plan’ appeared first on Campaign Middle East.

]]> Equiti Group reveals perfectly timed ‘Anything can happen’ FIFA World Cup campaign https://campaignme.com/equiti-group-reveals-perfectly-timed-anything-can-happen-fifa-world-cup-campaign/ Wed, 01 Jul 2026 09:57:38 +0000 https://campaignme.com/?p=124063 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. […]

The post Equiti Group reveals perfectly timed ‘Anything can happen’ FIFA World Cup campaign appeared first on Campaign Middle East.

]]> GEMS Education’s ‘Lost In Translation’ meets kids where they are to experience Arabic in daily life https://campaignme.com/gems-educations-lost-in-translation-meets-kids-where-they-are-to-experience-arabic-in-daily-life/ Wed, 01 Jul 2026 09:15:55 +0000 https://campaignme.com/?p=124055 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 […]

The post GEMS Education’s ‘Lost In Translation’ meets kids where they are to experience Arabic in daily life appeared first on Campaign Middle East.

]]>