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 picks for November – featuring work from Tawuniya, Maison Terraē, Dubai Roads and Transport Authority, e& and Justlife.
Tawuniya: Saudi Identity, Heart and Spirit
As Saudi Arabia celebrated its 95th National Day, insurance provider Tawuniya successfully united millions in a shared moment of national pride through a powerful digital campaign, in partnership with TTP, celebrating its employees. The strategy centred on a hero video designed to evoke patriotism and unity. The objective was to ensure this message reached the widest possible audience by promoting the video through the entire national holiday week. In just five days, the campaign achieved more than 5 million impressions on X.
Agency: TTP
Integrated creative communications and PR agency The Romans, has teamed up with Dubai’s newest contemporary ceramics studio Maison Terraē and Dr. Mariana Berratto to launch ‘Clay Jugs’ – a pro-bono campaign designed to help women overcome one of the largest psychological barriers to breast cancer detection – the fear of finding. To confront this fear head-on, The Romans created ‘Clay Jugs’, a hands-on campaign that uses ceramics as a metaphor for self-examination. The team brought together seven inspiring women, including survivor Sara Raffaghello, for an intimate ceramics experience that transformed fear into control.
Agency: The Romans
Dubai Roads and Transport Authority: RTA Meet Up
To mark RTA’s 20th anniversary under the inspiring tagline ‘20 Years Moving Dubai Forward’, this campaign positions RTA as a driving force in shaping the city’s future of mobility, celebrating progress, connectivity and community. The hero film features four of the UAE’s most recognised creators, including Kris Fade, Abdullah Raesi, Max of Arabia and Nyla Usha. Together, they creatively capture RTA’s evolution and its role in moving Dubai forward over the past 20 years, showcasing how the RTA can get you anywhere in the UAE. The hero film extends into a fully integrated digital campaign featuring supporting videos, creative reels and engaging storytelling content across RTA’s platforms.
Agency: SOCIALEYEZ
At GITEX Global 2025, e& unveiled a conceptual campaign that challenged convention and sparked critical conversations about people’s relationships with technology. Addictech, a collection of conceptual health devices, served as both a showcase and a mirror – highlighting the very real problem of screen addiction while asking a profound question: What if technology could evolve beyond screens altogether? Three cinematic short films brought the concept to life online. At GITEX, visitors were encouraged to touch, explore and question. Addictech wasn’t built to sell. It was built to provoke.
Agency: Saatchi & Saatchi ME Production house: Rhino and The Ox Picker
This UAE-based homegrown super-app for at-home services revealed the strategic rollout of its comprehensive brand refresh. It transformed Justlife from a functional service app into a lifestyle brand that promises reliability, care and ease, as well as ‘that extra bit of help at home’ that lightens the load for people feeling overwhelmed and exhausted. The campaign was rolled out across digital assets, out-of-home (OOH) screens, in-app, website, print media, social media, internal communications materials, branded vans, in-home flyers and CRM channels. The goal was to create strong awareness and consistency – with the same tone, look and message across every channel.
Creative strategy: Justlife in-house team Agency: Ruder Finn Atteline (PR)
