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 for the following month.
These are the work picks for March – featuring campaigns from Sarwa, King Salman Park, Britannia, Home Centre and Vodafone Egypt.
This campaign from investment platform Sarwa, created in partnership with Dubai-based global creative communications agency DUCKLIFE, challenges long-standing visual conventions around wealth. It reinforces the brand’s core proposition that wealth creation on the platform is driven by the individuals and families using it. The campaign was launched across large-format outdoor placements in Dubai and Abu Dhabi, alongside digital and social media content across Sarwa’s owned channels.
Agency: DUCKLIFE
King Salman Park: Saudi Founding Day
Answering the challenge of expressing culture, nature and life before the physical opening of the King Salman Park in Riyadh, Saudi Arabia, this campaign unites generations and calls for people to come together in a way that feels unmistakably Saudi without relying on clichés. Rooted in the same land that has brought people together for centuries, the park is positioned as a natural continuation of the Kingdom’s story.
Guided by a simple yet powerful message – ‘It was this land that brought us together, and so it will always be’ – the park partnered with renowned Saudi artist Mohammed Alajlan through art, a medium that lives beyond a single moment.
Agencies Webedia, Edelman and Nuss
This spot shifts the focus from the typical portrayals of the Holy Month to how Ramadan is actually lived across the UAE. Through a phased roll-out, the campaign targets individuals who fast as well as those who don’t, building on the insight that Ramadan is experienced by everyone in the country in many ways. It even highlights instances when people might be exempt from fasting due to health conditions or if they’re travelling.
Boosted by influencer collaborations, vox-pops and on-ground activations such as the 4 AM Club and The Carrom Break, the brand leveraged lived experiences to strengthen the positioning of its products in the market.
Agency Amber Communications Production house &Cut Productions
Home Centre: The Extraordinary Legends of Ramadan
Building its campaign around the region’s most competitive retail season, Ramadan, Home Centre launched a social-first campaign that transformed passive participation into an active uplift of 595 per cent in comments, while achieving 70 per cent regional reach.
Through a trio of gamified hero films, the brand built the campaign with the objective of positioning Home Centre as the ‘definitive destination’ for Ramadan home preparation across the GCC. Each film was focused around a relatable Ramadan scenario such as Iftar food getting burnt or kids breaking objects while playing, framing these instances as a riddle that is quickly solved by a Home Centre solution.
Agency Leo Burnett ME Production house Feel Productions
Vodafone Egypt: Ramadan Lights Up With You
This 360-degree, full-channel campaign reclaims the true spirit of Ramadan by bringing families and friends closer together, and connecting closely with loved ones. Building on the insight that while Ramadan in Egypt is historically about gatherings, today’s fast-paced lifestyles often pull people away from the very ones they want to be with.
Therefore, the spot targets digitally active users experiencing ‘always-on’ lifestyles with a hero film featuring beloved Egyptian celebrities such as Abla Kamel, Mohammed Mounir and more. Vodafone also introduced a ‘Mobile Nearby’ feature that rewards loved ones for simply coming closer together with their phones.
Agency VML Egypt Production house The Film Marshals, Story Studio Post
