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Campaign ME

Here are Campaign Middle East's Work picks for July

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 July – featuring work from GymNation, Ahmed Seddiqi, Careem Pay, Holsten and Tie House. GymNation: The Coolest Class GymNation provided UAE residents with a short respite from high temperatures this summer with the launch of its Coolest Class in Dubai. Tapping into the insight that residents are seeking innovative and exciting fitness experiences, the free-to-enter class offered members and non-members training in a cooled environment. Through social media outreach and a PR push with agency partner Current Global MENAT, the activation aimed to attract visitors and ensure their return to the gym by offering a memorable experience. Agency: Current Global MENAT (PR) Ahmed Seddiqi: The Difference Time Makes Luxury retailer Ahmed Seddiqi launches its refreshed brand along with its 75th anniversary campaign in the MENA region. Brought to life in collaboration with directing duo Simon Morehead and James Hulbert from Sovereigns, Director of Photography Mark Hobz and Art Director Maria Fontela, in partnership with Create Group, the hero films aim to reflect the timeless values and modern ambitions of the brand. As Ahmed Seddiqi adds new luxury brands to its portfolio, the campaign intends to capture the energy of transformation while maintaining reverence for the legacy built since 1950. Create Group's scope included film production, digital assets, in-store branding, social media strategy, and more. Agency: Create. Production house: Create Production Careem Pay: Vroooooosh *Ding* This 360-degree campaign marks the expansion of Careem Pay's international remittance service to more than 30 corridors. Aiming to be a bold departure from traditional financial advertising, the campaign's design deviates from typical financial visuals and, instead, uses sharp sound design to highlight the speed and better rates of Careem Pay services. Associating dynamic sounds such as 'Vroooosh. Ding.' and 'Ping. Ping.' with Careem Pay's financial services, the campaign focuses on two core customer concerns: how fast money lands into an account, and how money reaches loved ones abroad. Careem took a human- and sound-led approach to the campaign's design to create a lasting sonic memory. Agency Careem Creative Studio (in-house) Production house Bigfoot Films Holsten: Georgina's Favourite Treat The Carlsberg Group's premium malt beverage Holsten partnered with social media personality, model and entrepreneur Georgina Rodríguez for its latest advertisement. Set in a neighbourhood baqala in Saudi Arabia run by 'Rajeev', the video plays up a rumour that Rodríguez visits the baqala every Monday to pick up her 'favourite treat' – a bottle of Holsten. The audience-first campaign was designed specifically for Saudi Arabia with deep cultural relevance and local consumer insight with the intention of reinforcing Holsten's brand positioning within the Saudi market. The multi-platform campaign has been rolled out across Shahid, social media channels, cinemas and outdoor advertisements. Agency M+C Saatchi, dentsu Production house Boho Films Tie House: 30 Years of Tie House Tie House, a men's fashion brand based in Egypt, has launched a campaign featuring former professional footballer Mohamed Zidan to celebrate its 30-year anniversary. The campaign shows Zidan taking on several everyday characters with subtle visual transformations, to depict how Tie House suits all lifestyles, from celebrity to everyday living. The campaign was launched with an integrated 360-degree approach to ensure strong brand recall across various segments. Adopting a humorous tone, the campaign's core challenge was finding the balance between comedic undertones while maintaining Tie House's elegant brand positioning. Agency Rack Advertising Agency Production house Golden Take Media Production, LZRD