Centrum's ‘Vitamin See’ — a first-of-its-kind wellness experience — transformed Dubai’s Kite Beach into a living canvas of human health and creativity.Horizon FCB MENA is the only agency from the Middle East and North Africa (MENA) region to be recognised at this year’s Art Directors Club Annual Awards (ADC Annual Awards).
Organised by The One Club for Creativity, the ADC Annual Awards is among the world’s most respected global creative competitions, now celebrating its 105th edition in New York.
Established in 1920, the awards recognise excellence in design and advertising, honouring work that pushes the boundaries of craft and art direction almost at the level of artistic expression.
Horizon FCB MENA was honoured with a merit at the ADC Awards for its Vitamin SEE campaign for Centrum in the Health / Data Visualization category, which celebrates innovative uses of technology, data and digital craft.
“This recognition reinforces Horizon FCB’s ambition to strengthen its presence on the global creative stage, pushing for real work that delivers real results for real clients,” said Alex Pineda, Chief Creative Officer, Horizon FCB MENA.
Vitamin SEE transformed invisible health data into an immersive visual experience. Built around the insight that wellness data often feels clinical and disconnected from everyday life, the campaign invited people to “see” their health in real time.
Using microscopic imagery of vitamins combined with reactive digital design, the campaign turned complex health information into an intuitive and highly shareable experience, helping reposition Centrum as a culturally relevant wellness brand.
Launched during the Dubai Fitness Challenge, the activation – which had already claimed the No.1 position in Campaign Middle East‘s The Annual: Top 10 Experiential Campaigns of 2025 – invited visitors to undergo a quick vitamin scan before entering a multisensory dome installation at Kite Beach.
Their biometric data was then translated into dynamic animations, light, and sound, creating a personalised experience designed to make nutritional health more engaging and emotionally resonant.
While many award shows focus on the “big idea,” the ADC Annual Awards is universally respected for its intense emphasis on execution, detail and superior craftsmanship. The competition recognises a wide range of disciplines — from packaging and typography to advertising, illustration, experiential activations and spatial design.
