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.
Simon Ornelis, a UAE-based Brand Director with expertise across telecom, FMCG, and retail, shares his perspective on selected ‘Work’ for July’s review section.
The LEGO Group: Build It With Him
A warm, meaningful idea rooted in a powerful truth: dads value time more than things. The emotional clarity is strong. I’d love to see it evolve into build-it-with-him kits or seasonal rituals. There’s a great opportunity to turn this into a memory-making platform that families look forward to year after year.
Dubizzle: Everyone Is On dubizzle
There’s boldness here, and I respect the unapologetic tone with category confidence and a sticky line. But I found myself wanting a little more. The brand is sitting on rich data and diverse user journeys – there’s an opportunity to celebrate real stories, niche use cases or life milestones adding depth to the brand’s clear market leadership.
NYX Professional Makeup: The Face Glue
Bold, eye-catching, and unapologetically expressive – the campaign turns fan energy into citywide visibility. What makes it work is how true it feels to NYX’s fearless personality, while cleverly tapping into Dubai’s love
for over-the-top drama. Safa’s presence adds glamour and credibility.
The tone here is refreshingly right – not preachy, not trying too hard. Just a gentle, well-observed mirror of what it’s like to be a teen. It sets the stage for a meaningful brand relationship. Building on this with peer-led content, simple skincare routines, or digital tools could turn it into a true go-to for teens.
Brilliant. This is standout brand work – respectful, clever, and deeply rooted in cultural insight. Reclaiming ‘Sit Al Bait’ with pride aligns beautifully with L’Oréal’s timeless promise ‘Because you’re worth it’ – in a way that feels fresh and locally meaningful.
With continued storytelling, community programmes, or product integration, this could evolve from a strong statement into a lasting, values-led platform that truly lives across the region.
By Simon Ornelis, UAE-based telecommunications Brand Director.
