Digital Storytelling Archives - Campaign Middle East

Grand Millennium Hotel Dubai launches an AI influencer, Zaya

Hiba Faisal — Wed, 24 Jun 2026 15:58:55 +0000

Grand Millennium Hotel Dubai has made history as the first hotel in Dubai to launch its own AI influencer. Her name is Zaya, and she is unlike anything the city’s hospitality scene has seen before. Not a chatbot, not a virtual assistant, not an algorithm answering queries – Zaya is a fully realised AI persona […]

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Henkel reveals 150th anniversary campaign led by AI video of its founder Fritz Henkel

Anup Oommen — Wed, 10 Jun 2026 05:00:20 +0000

Henkel has marked its 150th anniversary with novel campaign activations such as bringing its founder, Fritz Henkel, back as an AI-generated avatar to narrate 150 years of the company’s own history, and highlighting its employees, innovations and achievements that contributed to the company’s success through the past 150 years. The campaign was built around the […]

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Al Dhannah City picks entourage to lead destination marketing and communications

Anup Oommen — Thu, 26 Mar 2026 07:57:03 +0000

entourage, one of the region’s leading creative and experiential agencies, has been appointed to lead the destination marketing, brand positioning and integrated communications strategy for Al Dhannah City. The remit will see entourage define a clear and differentiated identity for the city, underpinned by a structured roadmap across brand strategy, narrative development and multi channel […]

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Vaseline Verified turns DIY hacks into scientifically approved seals

Anup Oommen — Fri, 09 Jan 2026 08:25:27 +0000

Vaseline has launched “Vaseline Verified,” a new regional campaign that turns everyday internet hacks into a subject of scientific scrutiny. Rolled out in November across the Middle East, the campaign introduces a playful yet rigorous approach to validating consumer-created uses of Vaseline Jelly through laboratory testing, rather than ignoring or disputing them. This campaign brings together seven […]

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Heinz Ketchup Zero sees market share rise with talking fridge activation

Shantelle Nagarajan — Thu, 04 Dec 2025 10:34:02 +0000

To launch its first zero sugar, zero salt ketchup, Kraft Heinz took over Dubai in October with a blend of experiential activations, e-commerce innovation, and playful digital storytelling. The campaign tapped into culture and community in an effort to match the brand’s signature cheeky tone. At the heart of the ‘Zero Hour’ campaign was a […]

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Publsh Group unveils SOLAYA by MERAAS campaign at J1 Beach

Anup Oommen — Fri, 07 Nov 2025 05:45:00 +0000

Publsh Group has unveiled the latest campaign for SOLAYA, a private collection by MERAAS, which is the latest ultra-luxury brand to take over Dubai’s J1 Beach. This reinforces the destination’s growing reputation as one of the city’s most prestigious addresses for digital storytelling. Following the success of the Prada Beauty campaign, SOLAYA joins some elite […]

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Saudi’s KAUST University shows ‘scientists on a mission’ to have real-world impact

Anup Oommen — Mon, 13 Oct 2025 04:30:09 +0000

Saudi Arabia’s King Abdullah University of Science and Technology (KAUST) has launched On a Mission – a bold brand campaign that puts its faculty and PhD students at the centre of the story, positioning them as scientists on a mission to solve some of the world’s most urgent challenges. The campaign was developed by KAUST’s […]

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How Doha can win the next generation of luxury travellers

Hiba Faisal — Thu, 24 Jul 2025 08:09:09 +0000

Doha is having a moment. For years, it was seen as quiet stopover city, a place you passed through on the way to somewhere else. But now, with its bold architecture, growing cultural scene, and an appetite for innovation, the city is stepping confidently onto the global stage. The question is: how do we make […]

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TCL, Arsenal to focus on storytelling, brand experiences in multi-year deal

Anup Oommen — Wed, 04 Jun 2025 06:40:35 +0000

Global consumer electronics brand TCL has expanded its partnership with Arsenal Football Club to a global level, becoming Arsenal’s Official Global Consumer Electronics Partner. The expanded partnership has been activated across several key markets in the Middle East, including the UAE, Saudi Arabia, and Turkey, with additional regional touchpoints planned as part of the extended […]

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UNHCR Ramadan campaign sparks humanity, collective action to change lives

Anup Oommen — Thu, 20 Mar 2025 07:18:31 +0000

UNHCR – the UN Refugee Agency that works to ensure that everybody has the right to seek asylum and find safe refuge – has revealed details about its 2025 Ramadan campaign, based on the theme Connected by Humanity, Strengthened by Community, which was born from a pressing reality: millions of displaced families are facing unimaginable […]

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