Team Reactivate Archives - Campaign Middle East

How Durex tapped into the Internet’s biggest watch obsession with a viral social post

Anup Oommen — Mon, 25 May 2026 11:00:41 +0000

As a luxury watchmaking collaboration dominated conversations across the region, Durex tapped into the hype with a culturally timed execution that quickly became the talk of social media. When one of the world’s most talked-about luxury watch collaborations sent consumers across the Middle East into a frenzy with crowds queuing outside stores from as early […]

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Saudi Report 2026: The annual work round-up

Ishwari Khatu — Fri, 15 May 2026 05:00:30 +0000

Here is Campaign Middle East’s annual round-up of selected Work from the Kingdom in its Saudi Arabia Report. This year’s selection highlights campaigns that tapped into humour, fandom, Ramadan rituals, self-expression and everyday Saudi insights to connect with audiences in culturally relevant ways. Here is the 2026 round-up of some ‘made-for-Saudi, by-Saudi’ campaigns, featuring work […]

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How ‘Vaseline Ghabga’ turned Ramadan gatherings into entertainment on MBC Shahid

Anup Oommen — Mon, 30 Mar 2026 13:55:42 +0000

During Ramadan, some of the most meaningful moments don’t happen around big occasions, but in the quiet, late-night hours between Taraweeh and Suhoor. In the Gulf Region, that moment comes alive through the Ghabga a gathering typically filled with food, laughter and unfiltered conversations. With Vaseline Ghabga, the brand set out to capture this feeling and turn […]

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Dettol celebrates mothers’ quiet acts of protection in nostalgic campaign

Anup Oommen — Fri, 27 Mar 2026 15:10:05 +0000

The latest Mother’s Day digital campaign by Dettol places mothers at the centre of its storytelling, using nostalgia to highlight how everyday acts of protection become lifelong expressions of love. For generations, Dettol has positioned itself as a trusted partner in protection, but its latest regional campaign shifts the spotlight firmly onto mothers themselves. Celebrating […]

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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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OMO campaign celebrates Saudi life with a laundry hack for families

Anup Oommen — Wed, 29 Oct 2025 07:45:15 +0000

OMO has revealed its latest campaign to spotlight its latest innovation, a detergent launched for short cycle programmes on washing machines, which intends to cut the laundry chore from 60 minutes to 15 minutes depending on the machines’ quick wash cycle. The Wonder wash campaign celebrates the charm of everyday Saudi life. From busy mornings […]

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Unilever’s Comfort Arabia sparks creative storytelling with AI, CGI, 3D animation magic

Anup Oommen — Mon, 15 Sep 2025 06:00:26 +0000

Comfort Arabia has officially stepped into uncharted territory, harnessing the blend of artificial intelligence (AI), computer-generated imagery (CGI), and three-dimensional (3D) animation to launch their latest variant: Comfort Lily Musk and Caramel. The result? A campaign film that doesn’t just look stunning, but moves with a rhythm that only cutting-edge tech could choreograph. It aims […]

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Vaseline edu-care BodyCare Boot Camp campaign rakes in millions of views

Anup Oommen — Thu, 08 May 2025 05:20:47 +0000

Vaseline has launched its BodyCare Boot Camp campaign, going far beyond a skincare drop, to ‘vibe with its audiences’ by offering education around body care usage. The brand has positioned the Body Care Bootcamp campaign as ‘the skincare syllabus we never knew we needed’. The digital native campaign, which featured across the GCC region, was […]

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Sunsilk, Rana Al Khodari collab for a fun, eight-part Ramadan TikTok series

Anup Oommen — Tue, 18 Mar 2025 05:40:14 +0000

Sunsilk, a part of Unilever Arabia, has unveiled its ‘Everything is Under Control’ TikTok series for Ramadan, taking a fresh approach to Ramadan content by blending humour with the relatable moments that many face during the month. The eight-episode series – scripted by creative and production agency Team Reactivate MENA, starring Arabic influencer and content […]

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