Momentum Archives - Campaign Middle East

How social was built for a time of peace – and what we learnt when reality broke the feed

Anup Oommen — Thu, 30 Apr 2026 04:00:00 +0000

Looking back at the past few weeks, when geopolitical tensions escalated across the Middle East, something unexpected happened in the social media ecosystem. The systems that brands and agencies had spent years optimising: recommendation algorithms, ad-buying logic, content calendars, influencer partnerships, suddenly didn’t work anymore. Not because they broke. But because they were never designed […]

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OMO Wonder Wash turns speed into a 15-minute lifestyle challenge

Anup Oommen — Wed, 01 Apr 2026 08:23:23 +0000

OMO has brought its Wonder Wash promise to life through The 15-Minute Challenge: Padel Rush. Transforming its Wonder Wash product variant’s 15-minute wash cycle into a live brand experience, the campaign has turned product speed into a fully immersive lifestyle challenge. Held at Top Padel Dubai, The 15-Minute Challenge: Padel Rush was built around one clear […]

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Momentum ME appoints David Paysant as Chief Growth & Commercial Officer

Anup Oommen — Wed, 25 Mar 2026 12:00:10 +0000

David Paysant has joined Momentum ME as Chief Growth and Commercial Officer, a pivotal leadership role designed to accelerate the agency’s regional footprint and expand its full-service capabilities. With a career defined by high-stakes business transformations and cross-market leadership, Paysant is responsible for the strategic scaling of operations, opening new industry verticals, and enhancing the commercial value […]

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Contegue: When ‘content people’ get tired of content

Anup Oommen — Mon, 09 Feb 2026 03:30:14 +0000

contegue (noun) Pronunciation: /kɒnˈtiːɡ/ (kon-TEEG) Meaning: A state of cumulative mental and creative exhaustion caused by constant cycles of content creation, consumption, and reaction in always-on digital environments. I work in content, which means I spend much of my day writing it, briefing it, approving it, publishing it and then, when work is done, consuming […]

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Behind-the-scenes: How Miral orchestrated ‘a decoy’ before a dazzling Disney reveal

Anup Oommen — Tue, 27 May 2025 01:04:28 +0000

Miral and The Walt Disney Company strategically orchestrated the unveiling of the first Disney theme park resort in the Middle East and Africa region. This was done in close collaboration with Momentum Dubai, Initiative MENAT, Weber Shandwick MENAT, HQ Worldwide Shows (HQWS) and Dejavu UAE, among other key stakeholders – marking one of the most […]

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Here’s Campaign Middle East’s ‘Work’ picks from April

Shantelle Nagarajan — Fri, 02 May 2025 13:52:39 +0000

Every month, Campaign Middle East selects a collection of ‘Work’ to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign’s Private View section the following month. These are the picks from April – featuring work from VISA, Bridgestone MEA, IKEA Al-Futtaim, adidas Originals and Yas […]

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Zindagi Na Milegi Dobara sequel? Yas Island ads make the case with 1.5 billion views

Anup Oommen — Mon, 07 Apr 2025 05:30:46 +0000

Over the past 24 hours [as of writing this article], Bollywood news has been buzzing with the prospect of a Zindagi Na Milegi Dobara sequel – 14 years after the release of the 2011 box office hit – as actor Hrithik Roshan reportedly hinted at the possibility following an incredibly successful episodic ad campaign for […]

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Shaquille O’Neal, Flipperachi drop rap track in Yas Island campaign

Anup Oommen — Mon, 11 Nov 2024 13:41:43 +0000

Basketball icon Shaquille O’Neal and Bahrain’s very own rap sensation Flipperachi have joined forces to drop a rap track as part of Miral Destinations and Yas Island’s latest ‘What Can’t We Do‘ campaign. Turning Yas Island’s top spots into a stage for fun, thrills, and all things larger-than-life, the campaign hero film is shot across […]

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Subway sets Guinness World Record, partners with athletes in campaign

Anup Oommen — Wed, 30 Oct 2024 10:34:25 +0000

Subway has officially claimed a new Guinness World Records™ title for the most people participating in a crunches relay to market the launch of its all-new Footlongest Crunch Series across select countries in the Middle East. To sum it up, a total of 261 fitness and ‘Subway lovers’ gathered at South View School, Dubai and […]

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Momentum and Dejavu bring ‘Yas Yas Baby’ to Yas Island

Campaign Staff — Tue, 19 Jul 2022 08:41:25 +0000

Abu Dhabi leisure and entertainment hub, Yas Island launched a campaign titled ‘Yas Yas Baby’ in an integrated roll-out inspired by the 90’s hit single, ‘Ice Ice Baby’. This marks Yas Island’s second attempt at transforming throwback songs for their campaign after last year’s ‘Stayin’ On Yas’ music video, which garnered almost seven million […]

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