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.
Kicking things off for 2026, these are the picks for January – featuring work from Hardee’s, Mobily, Royal Jordanian, du and FAB Misr and e&.
Over the years, customers have continuously requested the return of two Hardee’s sandwiches: Chicken Ranch and Roast Beef. Celebrating their return, Hardee’s collaborated with BPG Group, who built on the insight that some cravings never fade. Leaning into the idea of a parody support group for those pining after the two sandwiches, Hardee’s highlights indulgence and obsession as creative levers to relay a cheeky apology for the long wait. The spot was produced by BKP with Barbershop Studio involved in post-production.
Agency: BPG Group Production house: BKP Post-production: Barbershop Studio
To mark its 20th anniversary, Mobily unveiled a new long-term brand platform, positioning the telecommunications organisation’s next phase around emotional proximity, shared experience and human connection. The platform draws on a simple behavioural truth: as people grow closer, they develop their own language – unspoken references, shared moments and meanings understood only between them.
The campaign positions Mobily not just as an enabler of connectivity but as a participant in the relationships and moments shaped through it. Rather than leaning into nostalgia or milestone messaging, the work reframes Mobily’s two-decade presence through a human lens.
Creative agency: FP7 McCann KSA Media: PHD KSA Production house: Deja Vu Socials: Tact
Royal Jordanian – 62 Years In. Here’s To What’s Next.
To celebrate its 62nd anniversary, Royal Jordanian Airlines launched an integrated month-long campaign that looks firmly to the future, reflecting on one of the airline’s most successful and transformative years in recent history. The anniversary campaign uses reflections of Royal Jordanian aircraft across multiple surfaces, with each reflection carrying a distinct message.
The creative approach enabled the brand to look inward at what it has become, while projecting outward towards what lies ahead. The campaign was strategically developed to bring the airline out of its shell, telling a powerful story that is both thoughtfully crafted and beautifully written.
Agency: Adpro& Group Media: Adpro&, OMD Production house: Pink Lemonade Films
du – Bridging The Spaces Between Us
This campaign from UAE telecommunications giant du reframes technology as an enabling force, speaking to the idea that the most meaningful spaces are not physical; they are emotional, social and aspirational. The campaign positions the telecom and digital services provider as the bridge between these connections.
The campaign highlights moments when the brand’s presence strengthens family bonds, fuels innovation and supports creativity, without once mentioning bandwidth or coverage maps. The campaign premiered on the Burj Khalifa in Dubai before rolling out nationwide across out-of-home (OOH), digital, social and film.
Agency: TBWA\Raad, Mindshare, SOCIALEYEZ, The Hanging House Production house: Rush Films
FAB Misr and e& – Whenever Al-Ahly Wins, You Win With Them
To launch the Ahlaweya Card, FAB Misr and telecom operator e& launched a brand awareness campaign across Egypt. The integrated campaign offers exclusive discounts, cash-back deals, benefits and interest-free installments to holders of the Ahlaweya Card every time the Al Ahly SC football club wins a game. The launch film follows a devoted Al Ahly fan who, after discovering the card’s benefits, begins encouraging the team to win more matches so he can unlock more rewards.
It’s a humorous, light-hearted take that transforms the card’s selling points into a playful storyline. The campaign launched across FAB Misr’s digital and social channels.
Creative strategy: Vorx Production house: Butter Films Director: Sherif Mounir
