Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Tyra Shakil, Founder and Creative Director, Tyra Creative.
This is a strong shift in how wealth is represented. Instead of the usual polished, inherited luxury visuals, it puts real investors at the centre, which feels far more relevant today. It’s honest, relatable and builds trust in a category that often feels distant. That’s where it lands. If anything, I’d push it further into storytelling, going deeper into these individuals and their journeys to make the connection even stronger over time.
King Salman Park: Saudi Founding Day
This is a smart piece of strategic thinking. The challenge was clear: how do you make people feel connected to something they can’t yet experience? Instead of forcing visibility, it builds meaning. It leans into culture, land and identity without falling into cliché, which is where it wins. It feels confident and intentional. I’d still bring in a slightly more human layer to balance the scale and deepen that emotional connection.
This stood out because it didn’t follow the usual Ramadan formula. Instead of the big, polished iftar moments, it leans into the quieter, more real parts of how Ramadan is actually lived in the UAE. That’s what makes it resonate. It feels observant and culturally aware.
Home Centre: The Extraordinary Legends of Ramadan
A smart way to stand out in a very crowded Ramadan retail space. Instead of just pushing products, it turns the content into something interactive, which naturally drives engagement. The gamified approach works because it gives people a reason to participate, not just watch. It’s not the most emotional campaign, but it’s effective and built to perform.
Vodafone Egypt: Ramadan Lights Up With You
Vodafone is known for its catchy, star-studded campaigns, especially during Ramadan. Ending with a mega star whose presence sparks nostalgia for millennials and their parents was a brilliant move. The combination of music, light-heartedness and star power makes it impossible not to share. The spot truly resonates.
By Tyra Shakil, Founder and Creative Director, Tyra Creative.
