The Hanging House's Anam Ahmad (top centre) share's her thoughts on selected campaigns for the edition of the Private View.Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our ‘Works’ from March is by Anam Ahmad, Founder & Chief Creative Officer, The Hanging House.
RAKTDA: Not a Vacation … Our Vacation
RAK is finally owning its ‘adventure emirate’ identity and I love that. The tone is warm, the humour lands, and it stands apart from its glossier neighbours.
That said, with a line like ‘our vacation,’ I wish we met some of the people from RAK. The campaign stepped into emotion and community but could’ve taken it further. In a world where travellers are seeking authenticity, that human layer felt like a missed opportunity.
Puck – Arla Foods: Recipe For Change
This one stuck with me. The contrast of devastation outside and hope simmering in a kitchen was powerful. Food here wasn’t just comfort; it was agency. It’s poetic, raw, and exactly how purpose-driven storytelling should feel: honest, intentional, and quietly impactful. More of this, please.
Deliveroo x Humanta: ‘Drinkable’ Billboard
The stunt ticks the right boxes – it’s timely, experiential, and certainly got people talking.
That said, the resemblance to Carlsberg’s ‘drinkable’ billboard from years ago is hard to ignore. I’m all for borrowing inspiration but a little twist would’ve helped it feel fresher.
I’m a sucker for nostalgia – it’s a cheat code to the heart. And Ducab nails it. The storytelling is simple but effective, striking a warm emotional note without overplaying it. It feels honest, relatable, and quietly confident.
Volvo x Electromin: Come Back Stronger
10/10 for ambition. I respect the bold move to use AI, and they deserve credit for pushing boundaries. But the result felt more artificial than absorbing. Great creative tech should disappear into the storytelling and not distract from it. If we’re doing AI, let’s make it invisible in the best way.
By Anam Ahmad, Founder & Chief Creative Officer, The Hanging House.
