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 June 2026 – featuring campaigns from Property Finder, adidas, Al Haboob, Umniah by Beyon and Pepsico Lay’s.
Property Finder: Where The World Come’s Home
Property Finder has entered the FIFA World Cup 2026 conversation with a brand film that captures how global audiences come together in the region to witness one of the world’s most highly anticipated cultural moments. Developed entirely in-house, the campaign is a high-level brand equity play targeting the diverse, multicultural communities that call the UAE, Qatar and Bahrain home. The spot aims to earn attention through cultural truth rather than purchased IP.
Developed in-house by Property Finder
Al Haboob – The World Cup Winner
This campaign, released in a teaser video and hero film on Al Haboob’s social platforms, follows the team’s brand ambassador Paul Pogba lead a camel named Fariz to a line-up of country-branded water buckets to choose a predicted winner for this year’s tournament. The kitschy spot aims to combine Al Haboob’s world of horse racing with football’s biggest moment in a way that is authentically true to the team: A psychic camel backed by a World Cup winner.
The work went viral on social media, racking up 1.3 million views within the first week of its launch on Instagram. The campaign also aligns with the team’s mission to lay the foundations for the world’s first professional Camel Racing League.
Agency M+C Saatchi Sport & Entertainment Middle East
This Saudi Arabia edition of adidas’ viral Backyard Legends campaign celebrates the neighbourhood pitches, football icons and communities inspiring the next generation of the game across the Kingdom. Centred around Saudi football star Saud Abdulhamid, the brand’s film follows a group of young football fans across Riyadh as they passionately debate who would make the ultimate Saudi Arabia team.
Blending football fandom, gaming culture and grassroots passion, the campaign also celebrates the wider football ecosystem shaping the future of the sport in Saudi Arabia, from rising young players and women’s football to the communities driving the game forward every day.
Agency BETC Riyadh Production house Crafters Space
Umniah by Beyon – The Journey of Legends
Launched ahead of Jordan’s first appearance at the FIFA World Cup, Jordanian telecom brand Umniah by Beyon unveiled ‘Darb El Asateer’ – The Journey of Legends – a large-scale musical production bringing together legendary and emerging Jordanian voices in what the brand describes as a tribute to the country’s underdog spirit.
The campaign was rolled out across TV, outdoor and social media, including through influencer collaborations. The song incorporates the energy of modern football chants and traditional Jordanian musical influences, while using artificial intelligence to revive the voice of the late Miteb Al-Saggar, one of Jordan’s most celebrated folkloric singers.
Agency Adpro& Group Production house Moonstone Productions
Pepsico Lay’s – No Lay’s No Game
To kickstart the countdown to the FIFA World Cup 2026, Lay’s brought the global tournament closer to fans in Saudi Arabia, honouring the match-day traditions and shared moments that unite supporters during one of the world’s biggest football events.
The campaign gives fans in Saudi Arabia the opportunity to connect with the tournament and with one another with the inaugural Lay’s Fan of the Match programme, a promotion which has been amplified through a social campaign featuring local Saudi football players and icons in a WhatsApp group chat to plan their match viewing. One lucky fan also stood the chance to win tickets to a game, pitch-side access and more.
Agencies BBDO, OMD, House of Comms
