Here’s our list of the top 10 digital and social campaigns for the year 2022:
1 Children of Female Prisoners Association
Break Chains with Blockchain
Agency: Horizon FCB
Inspired by women known as the“Al Gharemaat” or “The Fined”, who are imprisoned for not being able to repay loans of small amounts, Horizon FCB created NFTs in collaboration with artists from around the world. Each is designed to tell a woman’s story, the story of why she was sentenced. Each NFT is priced at the amount it will cost to free them from their sentence and give them a second chance at life.
2 Adidas
I’m Possible
Agency: Havas Middle East
The user-generated content campaign offered women a chance to be featured on digital billboards across the city. To participate, women were asked to post a photo of themselves on Instagram working out or playing sports, tagged #ImpossibleIsNothing and @adidasdxb and complete the sentence, “I’m possible because…”
3 M.A.L.I
Refs for Change
Agency: TBWA/RAAD
M.A.L.I. (Mouvement Alternatif pour les Libertés Individuelles) used the achievement of the first-ever female referees to be appointed for a men’s FIFA World Cup for the campaign. An initiative that enables these female referees to go beyond football itself and become messengers of change across the world. Every time one of the female referees blew the whistle during a World Cup 2022 match, M.A.L.I. tweeted in real time to highlight women who have pioneered and succeeded in other male-dominated fields.
4 Heinz Arabia
#FindHeinz
Agency: FP7 McCann
Heinz Arabia approached Thomas Heinz to represent the iconic brand and hijack the football conversation. He offered exclusive merchandise along with a grand prize worth QR 10,000 to those who manage to spot him in the crowd at Football Stadiums in Qatar – a stunt reminiscent of the classic ‘Where’s Waldo?’ He took over the Instagram account of Heinz Arabia with the hashtag #FindHeinz.
5 Metlife
Switch Off
Agency: And Us
The website ‘Switch Off’ provides users with an array of beautifully designed meditation-style videos and wellness content to boost psychological awareness and mental wellbeing. However, the content is only revealed after users have disabled their wifi and data, completely shutting themselves off from emails, pop-ups, notifications and distractions.
6 LCB International
We Miss Lebanon
Agency: Impact BBDO
The campaign for Lebanese Broadcasting Corporation International, ‘We Miss Lebanon’, brings light to Lebanon’s crisis through beauty. LBCI created a sash filter on Instagram celebrating women who work tirelessly to restore the beautiful image of their country in everything they do and stand for and encouraged women to participate in the headhunting casting call on Linkedin.
7 Egyptian Tourism
#FollowTheSun
Agency: UM Cairo
To showcase why ‘sunny Egypt’ was the perfect destination for UK audiences, the campaign paired weather and video. UM conceptualised a set of video creatives that showcased the weather in six UK cities and developed five unique weather conditions. Target groups were shown ads in real time, displaying the live weather followed by visuals of Egypt’s sunny skies and inspiring travellers to escape to the warm country.
8 Volkswagen
We Care Too Much
Agency: Create Group
Volkswagen’s aftersales campaign, ‘We Care Too Much’, focuses on the unwavering passion that Volkswagen Aftersales representatives have for providing customers with the perfect experience. VW developed a series of assets specifically for social media platforms, to engage its viewers. The short form videos are fun, dynamic, and upbeat, speaking directly to the viewer and linked to the brand’s landing page. The fast-paced content also reflect the latest social media trends, such as ASMR, to grasp the attention of VW’s followers.
9 Arabian Automobiles
Sweat it Out
Agency: Amber Communications
To highlight the importance of regular AC service, Arabian Automobiles launched a series of digital videos based on a unique proposition – good sweat vs bad sweat. The videos showcase various situations, working out or eating spicy food, where sweating is acceptable and welcome, in contrast to sweating inside your car, which is not cool.
10 Property Finder
Get What You See
Agency: Sharpcake
The campaign consisted of three 15-second videos for digital platforms. Each video illustrated what it feels like when a promise of a great home, amenity, view, etc. turns into a mere illusion when you actually walk in and find it nothing like what you were promised. The narrative then proposed Superagent as the solution that ensures one gets exactly what one sees.
