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 Aya Hammad, Marketing, PR and Digital Manager (MENA), Warner Bros. Discovery – Kids Brands.
Financial stability and security are core goals for individuals and family breadwinners worldwide. In a landscape where many brands rely on AI-generated faces, this campaign stands out by featuring authentic real-life stories, creating a relatable human connection and reinforcing the idea that anyone can become a successful investment story.
King Salman Park: Saudi Founding Day
This campaign builds a strong emotional connection. I like the use of Arabic and the phrase ‘on this land’; it ties messaging closely to identity, heritage, and national pride. The artistic storytelling offers a fresh perspective on cultural significance, and it has delivered strong engagement. Clearly a reflection of the campaign’s effectiveness in resonating with its core audience while reinforcing a sense of belonging and collective celebration.
Captures the true spirit of Ramadan because it recognises that while the month holds deep meaning for everyone, some people with special circumstances may miss key moments. Loved the authentic portrayals via the campaign’s creative and real-life interviews across the UAE. I think it smartly positions Britannia as a quietly supportive companion that connects people during both shared and solitary moments, reflecting the multicultural fabric of the UAE community.
Home Centre: The Extraordinary Legends of Ramadan
A fun and creative take on daily family Ramadan moments. I appreciate how the serialised content builds excitement, keeping viewers eager for the next episode. Everything from the characters’ quirks, such as Grandpa’s forgetfulness, Mum’s sweet tooth and Grandma cooking for 40, are instantly relatable and reflect real family life. This campaign cleverly balances humour and cultural insight, making it both entertaining and memorable. Home Centre truly nails it.
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 Aya Hammad, Marketing, PR and Digital Manager (MENA), Warner Bros. Discovery – Kids Brands.
