Campaign Archives - Campaign Middle East

IKEA Alsulaiman turns a football tactic into a ‘Flat Out’ discount campaign

Shantelle Nagarajan — Mon, 20 Jul 2026 12:57:26 +0000

To win the last few moments of the FIFA World Cup 2026, IKEA Alsulaiman tapped into one of the game’s most unusual defensive moves as the basis of its latest timely campaign. The premise was simple: audiences were invited to catch a player lying flat behind their team’s free-kick wall. While a free-kick is typically […]

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Audi Abu Dhabi Ali & Sons, C2 Comms take design-led approach to rediscover Audi Q3

Anup Oommen — Tue, 14 Jul 2026 12:15:07 +0000

Audi Abu Dhabi Ali & Sons, in partnership with C2 Comms, has revealed a social-first campaign that launched the new Audi Q3 by making a familiar name feel newly desirable. Rather than positioning the Q3 model as a familiar entry-point that people think they know, the campaign took a sharper, more progressive route where the […]

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The case for patience in communications

Anup Oommen — Fri, 10 Jul 2026 08:00:33 +0000

Marketing communications has captured the world’s attention and made people more curious about Saudi Arabia than perhaps ever before, but what story remains when the campaign is over? When I speak to Saudi clients today – whether their priority is attracting investment, increasing tourism, promoting culture or drawing talent – a concern they all share […]

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‘No Lay’s, No Game’ video campaign featuring Saudi footballers builds on fan activations

Anup Oommen — Thu, 09 Jul 2026 09:55:47 +0000

Lay’s have released a video campaign for the FIFA World Cup 2026™, capturing Saudi Arabia’s passion for football on screen as part of its wider marketing campaign that encourages fan interaction. The video campaign, brought to life in partnership with IMPACT BBDO and Film Pudding, has already been seen by millions on live broadcast streams […]

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Novo Nordisk, Lama Jouni, Saatchi & Saatchi reframe weight transformation conversation

Anup Oommen — Tue, 07 Jul 2026 05:00:27 +0000

Novo Nordisk has unveiled The Live Lighter Collection™, a campaign that turns the clothes people set aside after significant weight loss into a celebration of how far they’ve come. Created by Saatchi & Saatchi Health under the brand’s Live Lighter™ platform, and developed in partnership with influencer and designer Lama Jouni, the work explores a […]

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du launches FIFA World Cup predictions game with brand-new BYD Ti 7 up for grabs

Anup Oommen — Fri, 03 Jul 2026 07:28:46 +0000

du has launched a multi-channel campaign in partnership with Al-Futtaim BYD, designed to transform the way football fans engage with the UAE telecom brand during the FIFA World Cup 2026 tournament season. The campaign combines a gamified match prediction experience exclusively on the du App along with immersive in-store VR activations at selected du retail […]

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Majid Al Futtaim’s SAVA reveals SAVA Squad to show dominance over category rivals

Anup Oommen — Fri, 03 Jul 2026 07:00:43 +0000

Majid Al Futtaim‘s SAVA has⁠ ⁠recently released AI-generated films as it continues to build brand awareness and consideration as the first Emirati-owned value supermarket with 13 stores now open across the Emirates and more openings on the way this year. The campaign films feature 3 characters that form the SAVA Squad: Baguette who steps into […]

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C-Suite Round Table at Cannes: The beauty of thought leadership – when done right

Anup Oommen — Thu, 02 Jul 2026 14:37:48 +0000

Thought leadership seems to have become one of the industry’s biggest go-to reputation plays. But does it live up to its purpose of provoking thought and action? Is it becoming synonymous with generic content marketing in a world where every senior leader has a point of view, every brand wants authority and every platform has […]

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Al Haboob turns a racing camel into the World Cup’s unlikeliest pundit

Shantelle Nagarajan — Tue, 16 Jun 2026 13:12:40 +0000

With the 2026 FIFA World Cup now under way across the United States, Canada and Mexico, M+C Saatchi Sport & Entertainment Middle East has handed professional camel racing team Al Haboob a pundit of its own. The campaign, released in a teaser video and hero film on Al Haboob’s social platforms, follows the team’s ambassador […]

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Property Finder says ‘the world comes home’ in FIFA World Cup 2026 brand film

Shantelle Nagarajan — Wed, 10 Jun 2026 13:46:02 +0000

Property Finder has entered the FIFA World Cup 2026 conversation with a brand film that captures how global audiences come together in the region to witness one of the world’s most highly anticipated cultural moments. The campaign is a high-level brand equity play targeting the diverse, multicultural communities that call the UAE, Qatar and Bahrain […]

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