Private View by Kuwait-based F&B marketer Nimet Akgul
This review of our 'Works' from April is by Nimet Akgul, a F&B Marketing Manager based in Kuwait.
VISA – Cash Walla Visa?
A wonderful case study for any marketing and communication professional; great insight met with a strong solution. I love it! How an everyday act for merchants became a solution for their pain point: the need for growth.
This tech-driven approach for brand activation shows how a symbiotic relationship can grow sustainable engagement and a positive emotional bond for the brand. Let's not forget to mention special kudos to AI-powered integration.
Bridgestone MEA – Lap of Love
This resonates with me fully as a mother of two. This campaign aims to change the deep impulsive belief of mothers. I really appreciate how Bridgestone extended its brand essence to the safety of children during car trips.
Strong content creation is balanced with emotional resonance and data-driven statistics for the safety of children. I would love to see continuous communication till the campaign message is the new instinct of motherhood.
IKEA Al-Futtaim – Supporting First Steps
I admire the creativity of this campaign. They truly took the moment of 'first steps', which is a universal parenting experience, and made it a campaign.
Which mother and father haven't waited for their child's first steps? And which home doesn't have these fundamental IKEA pieces? This campaign feels like it was filmed in our own home. It's so realistic, so heartfelt and so sincere.
adidas Originals – Loomhood Collection
I really appreciate this campaign idea, and I would love to see many more from other brands. Adidas did a great job of fostering a deeper connection with the community. We live in a culturally and historically rich geography. It is our responsibility as marketers to pass on authentic and vibrant cultural cues to the new generation. Hats off.
Yas Island – Zindagi Ko Yas Bol
Strong idea, big collaboration, wonderful production. The favourite nostalgic characters of a big nation evoke their now-adult audience to visit Yas Island for unique experiences. I love how the brand team of Yas Island keeps their communication always on hype by targeting different audiences with authentic content.
By Nimet Akgul, a Kuwait-based F&B Marketing Manager.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Campaign ME
12-08-2025
- Campaign ME
ADCB, Visa ‘level up' Egyptian generosity in funny Masri Card ad
ADCB, a leading banking institution in the UAE, and Visa have launched a new, fresh and engaging campaign to create awareness about the new 'Masri Card' credit card among Egyptian audiences. Targeting individuals who use credit cards on a daily basis for small, everyday payments – specifically, people interested in cashback benefits – the campaign was released across digital platforms, social media and billboards. The hero video of the ADCB Visa campaign was brought to life by creative lead and director Sherif Mounir, who directed the spot and developed the idea directly with the client. Everyone Films was the production house on record for the campaign, while The Barber House handled the post-production elements. The campaign, which runs primarily in Egypt, will run over the course of one to two months. The core idea of the campaign was to lean into the deeply cultural Egyptian spirit of helpfulness and generosity, which is deemed an important part of daily Egyptian life. However, given inflation and the rising cost of living, the hero film hilariously shows how this could be gradually fading, lending a level of honesty and authenticity to the campaign. By associating this card with enhancing generosity, the brand aimed to create an emotional connection with its target audience and position the card as something special. To combine the idea of a card that offers unlimited cashback with the idea of Egyptian generosity, the director and the production house showcased how the card is used to pay bills in fast food outlets and to cover everyday expenses, which is the card's main target use. The concept shows the story from the perspective of restaurant and shop staff, who have witnessed an exaggerated wave of generosity since the card's launch. Shot in a docu-drama format, the ad humorously captures how Egyptian generosity has 'levelled up' after the Masri Card appeared. It explores how generosity has changed – now often motivated by the cashback reward – which became the comedic twist at the heart of the film. CREDITS: Client: ADCB and Visa Visa Team: Shereen AboYoussef Nour Abuelal Creative director / Film director: Sherif Mounir Production house: Everyone Films Executive Producer: Ammar Abu Shady Head of production: Jihad Aboshady Producer: Ahmed Nashaat Line Producer: Rana Elmor Post Producer: Shahd Tarek Bidding Producer: Ahmad ElSerafy – Ahd Ahmed DOP: Mohamed Hamzon 1st AD: Wael Mandour 2nd AD: Marianne Magdy Production Designer: Eslam Hassan Shawky Art Director: Fatma El Tegany Stylist: Nada Khedr Casting Agency: Target Casting Agency – Omar Seven Sound Onset: Ramy Othman Video Assets: Abdulrahman Nasr Post-production: The Barber Shop Editor: Amr Rabee Assistant Editor: Mohamed Adel Sound Design & Mix: Fady Garas Post Producer: Yasser Bendary Color Grading: Ahmed El Gendy Demo: Art Work: Yasmin Marwan Animation: Islam Gad
UAE Moments
28-07-2025
- UAE Moments
LG's Radio Optimism: A Heartfelt Tune to Brighten Your Day
In a world where endless scrolling and double-tapping dominate how we connect, LG is reminding us of something beautifully simple: real connection comes from the heart, not the algorithm. Introducing Radio Optimism, a refreshing new initiative under LG's Life's Good campaign that swaps digital noise for something more meaningful, personalized songs made just for the people who matter most to you. Whether it's a friend who's been your rock, a parent who's your hero, or a partner who lights up your days, Radio Optimism lets you express how you feel through music. All it takes is a few taps. Visit the Radio Optimism platform, share a few words about your someone special, and LG's platform turns your sentiment into a one-of-a-kind song, ready to be shared, and remembered. Because when someone creates a heartfelt song for you, or you make one for them, that's when true connection happens. That's when Life's Good becomes more than a slogan, it becomes a feeling. From touching tracks like My Dad, My Hero to cheerful melodies like Keep Swimming and Loving Life With My Beautiful Wife, the campaign already features hundreds of tunes that speak the language of emotion. And while AI plays a role in helping bring these songs to life, the heart behind each melody is entirely human. Radio Optimism is more than a campaign; it's a dedication station. It's a space where positivity is broadcast 24/7, and kindness takes center stage. In a time when we all need a little more optimism, LG is putting a smile back on our feeds, and in our hearts. Because technology should bring us closer. And LG believes that starts with reminding people that Life's Good, especially when we're kind to one another. So… who's your song for?
The National
25-07-2025
- The National
Timeframe: When Anderson Silva got booed in Abu Dhabi at first UFC event in the Middle East
UFC returns to Abu Dhabi for Fight Night on Saturday - 15 years ago after the Mixed Martial Arts promotion came to the Middle East for the first time. UFC 112 was held as an outdoor event at Ferrari World on Yas Island, with middleweight champion Anderson Silva headlining as he defended his title against Demian Maia after the original opponent, Vitor Belfort, withdrew because of an injury. Yet it was the other fights that got much more traction. BJ Penn, the celebrated lightweight champion, took on No 1-ranked challenger Frankie Edgar. It was quite the coup for Abu Dhabi as Silva and Penn were two of the strongest pound-for-pound MMA fighters at the time. The event was staged at the 12,000-seat outdoor concert arena at Ferrari World. In a rarity for the sport back then, UFC 112 would feature not one, but two title fights. 'Abu Dhabi is our first outdoor event and we are very happy we could deliver what fans around the world will recognise as a stacked card featuring the sport's biggest stars,' UFC chief executive Dana White said at the time. Down the card, Renzo Gracie, a renowned Brazilian jiu-jitsu pioneer, made his UFC debut, going up against Matt Hughes, a former two-time welterweight champion. Excitement built throughout the week in the lead-up to fight night. Several activities along the Corniche climaxed with the official weigh-in at Marina Mall the day before the fighters took to the octagon. It drew a large turnout. As for the action itself, Mark Munoz's second-round victory against Kendall Grove – by technical knockout – won 'fight of the night' on the 10-bout card. DaMarques Johnson claimed 'knockout of the night' by dispatching Brad Blackburn brutally in the third. In the evening's fourth and final fight, Rafael dos Anjos earned 'submission of the night' as his armbar in the second round caused Terry Etim to submit. Each fighter took home $75,000 (Dh275,000) in bonuses. In the major bouts, Gracie succumbed to Hughes in the third, while Penn suffered a surprise loss to Edgar, relinquishing his lightweight belt on a unanimous decision. A tightly contested bout, it was Penn's first defeat in that division in eight years. Much to everyone's frustration, the headline act failed to live up to its billing. Undefeated in his previous 10 UFC outings, Silva ran out a unanimous winner on points, only the second time in 11 fights that he needed the judges' scorecards. However, Silva's performance left those in attendance frustrated. Seeking a UFC record of six title defences, he rarely engaged with Maia, taunting his opponent through the opening rounds. Soon, the Abu Dhabi crowd switched their support to the underdog. As Maia looked to take the fight to the ground, Silva's defence staved off his challenge, but did little to capture the fans' attention. At one point in the fifth, the referee ordered Silva to take the fight to Maia. Speaking afterwards in his native Portuguese, the victorious champion attempted to apologise above a crescendo of boos. 'I'm sorry,' Silva said. 'I wasn't as humble as I should have been. I will be better next time.' By that stage, White had already left. Disappointed with what he was witnessing, he departed the arena during the fourth round, foregoing his usual post-fight routine of presenting the champion their belt. In the press conference afterwards, White fumed: 'It was a disgrace. To end this night the way we did was embarrassing. I apologise to everyone who came to the fight.'
