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 work picks for April – featuring campaigns from PepsiCo, Dubai Police and RTA, Yas Island, Seagulls Media’s BeatFM and Big4Travel.
PepsiCo: Pepsi Football Nation
This new blockbuster platform from Pepsi unites some of the biggest names in world football under one bold idea. Consumers are taken back to Pepsi’s golden age, when the brand didn’t just show up in culture, but also shaped it. Developed by BigTime Creative Shop, directed by Ernest Desumbila and produced by Sauvage.tv, the film is unapologetically cinematic, blending larger-than-life visuals with culturally insightful scenes that transform football’s universal truths into entertainment.
Agency: BigTime Creative Shop Production house: Sauvage.tv
Dubai Police and RTA: Drive Like Your Mother’s Watching
Built as a light-hearted take on a familiar truth, this campaign from Dubai Police and Dubai’s Roads and Transport Authority (RTA) aims to tackle reckless driving behaviours that contribute to congestion and road safety risks across Dubai. The campaign takes a raw and real route, pointing to the people most drivers readily respond to: their mothers. Following a young Emirati driver through his everyday moments on the road, the campaign shows how the voice of his mother prompts him to slow down and drive more carefully when he is about to take a risky decision. The campaign was rolled out in phases, starting with a four-day teaser on socials, followed by radio spots and digital billboards in the city.
Agency: Saatchi & Saatchi MEA Production: Prodigious Middle East, Optix Middle East Media Starcom
Owning the ‘effortless holiday‘ space by solving the growing complexity of trip planning, this campaign positions Yas Island as a one-stop, all-inclusive destination where the answer to all holiday questions is ‘Yas’. Through comical hyperbole of relatable family moments, the campaign caters to evolving travel behaviours.
It showcases simplified decision-making, reduced stress and effortless, experience-led escapes – all designed specifically for how families truly want to travel and what they want to experience. Executed as an integrated multi-channel rollout, anchored in PR and amplified across paid, owned and earned touchpoints, the campaign positions Yas Island as a family-first destination.
Agency: Momentum Dubai, Weber Shandwick MENAT, Initiative MENA Production: Deja Vu
Seagulls Media’s BeatFM: Side Effects
This campaign shifts the focus from what music is to what music does, celebrating the emotional and behavioural side effects of the songs shaping culture today. At the heart of the idea is a simple but powerful truth: today’s music does not just play in the background; it actively influences how people feel, think and behave. Rolling out across outdoor, social and digital platforms, the campaign features a series of executions tied to globally recognised tracks, turning song titles into triggers and behaviours into proof. It aims to position BeatFM not just as a station that plays hits, but as one that understands how those hits show up in people’s lives.
Agency: AdPro& Group
Big4Travel: There Is A Way Out
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. While the world watches football and most brands lean further into the noise, Big4Travel, one of the leading travel agencies in Bangkok, offers travelers a way out – alternative options for those who don’t want to attend the FIFA World Cup 2026. The campaign spans OOH, social placements and the publication of a cheeky travel guide to ‘The Non-Qualified Countries’, within which Big4Travel offers its holiday packages. The campaign offers travellers an escape to peaceful serenity in a world without overzealous football messaging.
Agency: Horizon FCB Dubai
