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 Dina Al Daoud, Director of Marketing and Corporate Communications, Umniah by Beyon.
Captivating from the first second. The rhythm of the music and dishes creates a hypnotic flow where the product becomes part of the choreography. The styling feels authentically Arab while the cinematography adds a modern edge. It is a great example of how craft and culture build brand distinctiveness.
Birkenstock – A Journey Through Tradition
The calm settings mirror the reflective nature of Ramadan. The campaign captures everyday moments and places Birkenstock naturally within them. Strategically, it works as a positioning piece, reinforcing the brand’s place in simple, mindful everyday life during the season.
Al-Futtaim IKEA – Small Talk, Big Gestures
The awkwardness of Ramadan small talk is instantly relatable, and that is where the humour lands. By anchoring the story in familiar social moments, IKEA becomes part of real Ramadan gatherings. It works well because it reinforces the brand’s role in everyday life.
I loved this, not because of the production, but because of the impact. What stands out is how Careem moves beyond CSR into participation. By enabling donations, partnerships, and merchandise through its platform, the brand mobilises collective action. It is a strong example of how a digital ecosystem can turn reach into real impact.
UNHCR – Generous Hearts Find A Way
This campaign reframes generosity as a choice rather than a privilege. By focusing on dignity and resilience, it builds empathy without relying on hardship. Strategically, that shift delivers a message of hope that feels especially powerful during Ramadan.
By Dina Al Daoud, Director of Marketing and Corporate Communications, Umniah by Beyon.
