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Campaign ME
4 days ago
- Entertainment
- Campaign ME
Private View by Kuwait-based F&B marketer Nimet Akgul
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. 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.
Campaign ME
02-05-2025
- Business
- Campaign ME
Here's Campaign Middle East's ‘Work' picks from April
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 the following month. These are the picks from April – featuring work from VISA, Bridgestone MEA, IKEA Al-Futtaim, adidas Originals and Yas Island. VISA – Walla Visa? Tapping into a commonly used phrase amongst Egyptian merchants, 'cash walla Visa?' the global payments brand collaborated with Saatchi & Saatchi MEA and Good People to give small businesses in Egypt the tools to promote themselves on a larger scale. The brand installed AI voice-activated devices in partner stores to catch every real-life mention of the word 'Visa' during customer chats. Mentions of the brand gave participating stores free media buys on social platforms such as TikTok and Instagram. Bridgestone MEA – Lap of Love This regional campaign seeks to transform how parents approach child safety in cars. Insights revealed that many parents believe that holding a child in their lap is as safe as using a child car seat. The Bridgestone MEA film emphasises that it's not. As part of the campaign's larger initiative, the tyre company has offered valuable insights on safety protocols and practical advice that can help create a safer and more informed environment. Rolled out in the UAE, Saudi Arabia, Egypt and Morocco, the campaign aligns with Bridgestone's E8 Commitment, which particularly emphasises emotional and empowerment. The brand collaborated with Brand New Galaxy MEA for creative and Orient Planet Group for PR to develop the campaign. IKEA Al-Futtaim – Supporting First Steps Aimed at capturing the everyday moments that shape early childhood development, this campaign is part of IKEA's ongoing regional brand narrative, which celebrates real-life family moments. Rooted in the insight that many toddlers take their first steps by using nearby furniture for balance, the campaign was designed to highlight how IKEA is present in everyday life, in moments that truly matter. IKEA furniture is consistently pictured as a backdrop to meaningful moments in various households. With visuals photographed by Ale Burset, the campaign has been rolled out across out-of-home, print, digital, and social media platforms in the Middle East. The campaign was developed in collaboration with INGO Hamburg. adidas Originals – The Loomhood Collection To introduce its limited-edition collection, adidas Originals launched an experiential and digital campaign, which captures how two of the brand's most beloved sneakers – the Samba OG and Handball Spezial – have been reimagined to blend craftsmanship with cultural heritage. The campaign highlights artisans who have shaped communities in Dubai, Riyadh and Cairo through their craft. Each pair of sneakers showcases the neighbourhoods' names and the precise coordinates of the artisans' stores, and three types of laces have been created, inspired by traditional crafts in the UAE, KSA and Egypt. Dream Girls Tailor in Dubai, a 40-year-old shop, plays an instrumental part in the campaign. The brand collaborated with AKQA for creative and Red Havas for PR to develop the work. Yas Island – Zindagi Ko Yas Bol Yas Island brought to life a series of episodic ads reuniting Bollywood superstars Hrithik Roshan, Farhan Akhtar and Abhay Deol – the trio loved for their roles in the 2011 Bollywood film Zindagi Na Milegi Dobara, which inspired a generation of consumers to travel. Capturing the spirit of adventure, friendship and living life to the fullest, and identifying a decade-long sentiment for a sequel, Yas Island brought the Bollywood trio together for the first time in 14 years against the backdrop of the unforgettable experiences that Yas Island offers. The campaign instantly became a cultural phenomenon, igniting conversations, organic shares, and widespread fan enthusiasm, raking in 1.5 billion views on social media. Momentum and Initiative were creative collaborators for the work, with production done by Dejavu and PR by Weber Shandwick.
Campaign ME
14-04-2025
- Automotive
- Campaign ME
Bridgestone MEA highlights child safety in cars with ‘Lap of Love'
Bridgestone MEA has launched a campaign in the UAE, Saudi Arabia, Egypt and Morocco that seeks to transform how parents approach child safety in cars. The campaign film addresses a common phenomenon that 'many parents believe that holding a child in their lap is as safe as using a child car seat' and emphasises that 'it's not'. The work aims to make it clear that Bridgestone MEA understands a parents' commitment to their children's well-being. As part of the campaign's larger initiative, the mobility company is offering valuable insights on safety protocols and practical advice that can help create a safer and more informed environment. 'Our 'Lap of Love' campaign is not just about raising awareness, but about redefining the way we think about child safety in vehicles,' said Jacques Fourie, President of the AME Tire Business at Bridgestone. 'While a parent's love is unconditional, it's crucial that safety measures—like using the proper car seat—are followed to ensure a child's protection.' View this post on Instagram A post shared by Bridgestone MEA (@bridgestonemea) This initiative focuses on emotional awareness and practical implementation, empowering parents with specific guidelines for proper car seat usage. The safety guidelines offer various advice for parents to follow to protect their children. This includes – maintaining untwisted harness straps to prevent injury during accidents, ensuring only one finger's width between the harness and the child's chest for a comfortable fit, and eliminating all slack while securing a car seat with vehicle seatbelts. Additionally, the guidelines also encompass securing the child with their back and bottom flat against the seat surface, aligning harness straps precisely at shoulder level, not above or below and verifying compliance with all height requirements for both car seats and seatbelts. 'This campaign challenges parents to look beyond the obvious and take the necessary steps to provide the highest level of safety for their children on the road,' Fourie said. 'Because what really matters to us as an organisation is not just getting you down the road but getting future generations down one too.' 'By emphasising these important safety protocols, we aim to make a lasting impact on road safety, aligning with our broader commitment to enhancing the well-being of future generations through sustainable and responsible practices,' he explained. The campaign aims to seamlessly align with Bridgestone's E8 Commitment, particularly emphasising emotional and empowerment aspects. By promoting proper car seat installation and adjustment practices, the initiative directly contributes to child and family safety while reinforcing community connections and broader goals to enhance the community's well-being. Credits: Creative Agency: Brand New Galaxy MEA Shahad Samhouri / Senior Account Manager Lara Badawi / Senior Account Executive Arjun Suri / Creative Director Katherine Ho / Digital Art Director Marie Fadel / Head of Arabic Kuruvilla Thomas / Jr. Designer John Edward David / Jr. Designer PR Agency: Orient Planet Group Eyad Zeidan/ Regional PR Director Adrija Bhowmick/ PR Account Manager Client: Bridgestone MEA
