Latest news with #FP7McCannDubai
Campaign ME
11-06-2025
- Entertainment
- Campaign ME
L'Oréal Paris redefines ‘Sit Al Bait' in empowering Middle East campaign
L'Oréal Paris, in collaboration with FP7 McCann Dubai, McCann Paris, and Current Global MENAT, has launched a new campaign under its Women of Worth platform — rolling out across the Middle East. Rooted in cultural nuances of the region, the campaign builds on L'Oréal's long-standing commitment to women's empowerment — while challenging the language that continues to shape female identity in the region. The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. Further activations are planned to continue building on the long-term vision behind Sit Al Bait. The hero film features actress Yasmine Sabri and actress Aseel Omran, standing shoulder-to-shoulder with women across the region. As the narrative unfolds, we see them take to the streets, displaying the power of words that makes all the difference in the messaging – two missing Arabic letters 'al' that transform the meaning of the words 'sit bait' (housewife) into 'sit al bait' (woman of the house), rewriting the narrative, and restoring value to the unseen labor of millions of women. Commenting on the campaign, Christian Bou Khalil, Marketing Director MENA, L'Oréal Paris, said, 'Sit Al Bait is more than a cultural phrase, it is a statement that speaks to the very core of our brand's values: empowering women to define themselves on their own terms.' Christian Bou Khalil, added, 'We are proud to challenge narratives and elevate the evolving role of women in society as leaders, changemakers, and visionaries. It's a reminder that empowering women begins by recognizing the value they already hold—because they're worth it.' In a region where cultural expectations have long cast women primarily in the role of caregiver or housewife, this L'Oréal campaign is a timely reminder that women can be, and already are, so much more: leaders, visionaries, entrepreneurs and changemakers. They can be whatever they decide to be. A new study by L'Oréal Paris reveals that more than half (53 per cent) of men and women in the Middle East believe the term 'housewife/sit bait' does not entirely reflect the evolving role of women in 2025. Additionally, a series of focus groups further revealed a stronger emotional response to the 'Sit Al Bait' phrasing, with participants describing it as a 'badge of honour' and 'a way to finally feel seen'. 'My late mother raised me to ignore any label or name calling that shrinks us. Arab women run their lives and their homes with power and precision. Yet we're often pushed into the background and told to take pride.' said Manar Munjed Abdulla, Associate Creative Director at FP7 McCann. She added, 'With this campaign, I wanted to reclaim worth, and to help other women do the same. I knew the change would make some people proud and others uncomfortable. But it was necessary to break a cliché and rewrite our place in the world. Because no one else will do it for us.' CREDITS Client Marketing Director MENA Christian Bou Khalil SAPMENA CPD General Manager Adrien Koskas Global Brand President Delphine Viguier-Hovasse Deputy General Manager SAPMENA CPD Khalid Dugmag General ManagerSAPMENA Juliana Gómez H Senior Vice President Global Image & Content Olivier Monteil Deputy General Manager – Global Martin Crosnier International Marketing Director – South Asia Hub Chih-Ying Chang Hub Director – MENA Nadine Fouad International Project Manager – Emerging AME Hub Nay Sader General Manager Consumer Products Middle East Ahmed Wagih General Manager – GCC Elsa Kalaydijiane Brand Business Lead – GCC & Levant Sara Sakaya Brand Advocacy Manager Hiba El Assir Corporate Affairs & Engagement Director – Middle East Jihane Bachir Group PR & Advocacy Director, Corporate Affairs & Engagement Zeina Haddad Managing Director – Lebanon Emilie Wahab Head of Brands – Lebanon Christelle Khoury Creatives Regional Chief Creative Officer: Federico Fanti FP7 McCann Dubai Global Chief Creative Officer: Julien Calot McCann Paris Executive Creative Director: Nayaab Rais FP7 McCann Dubai Global Executive Creative Director: Rob Brown McCann Paris Creative Director: Eric Groza FP7 McCann Dubai Head of Arabic: Manar Munjed FP7 McCann Dubai Art Director: Anton Stolpovskii FP7 McCann Dubai PR Manager Roksar Kamal FP7McCann MENAT Copywriter: Daniel Zaldumbide FP7 McCann Dubai Associate Creative Director: Rob Hall FP7 McCann Dubai Creative Operations Director Cynthia Sarkis FP7 McCann Dubai Senior Creative Ops Coordinator Christina Abouzeid FP7 McCann Dubai Creative Excellence Manager Sofia Serrano FP7 McCann Dubai Senior Finalizer Rahim FP7 McCann Dubai Senior Finalizer Ahmed Nadeem Client Service Nima Askari General Manager FP7 McCann Dubai EVP Global Business Director Lisa Conway McCann Paris President / EVP Global Leader L'Oréal Charlotte Franceries McCann Paris Account Director: Dalia Hosny FP7 McCann Dubai Miral Saad FP7 McCann Dubai Account Manager: Freddy George FP7 McCann Dubai Account Executive Eman Sami FP7 McCann Dubai Account Director MCP Sabrina Rodreguiez McCann Paris International Account Manager: Shruti Namibar McCann Paris
Campaign ME
08-04-2025
- Entertainment
- Campaign ME
Heinz launches cinema ad campaign that is ‘interrupted by a movie'
Heinz has launched what it claims is the first ad interrupted by a movie with Post Post-Credits, a cinema ad campaign that plays in two parts. The first half will tease before the movie begins, but to catch the whole spot, viewers will have to wait till after the end credits roll. Only those patient enough to stay until the very end will unlock limited-edition Heinz merch and exclusive discount deals as part of the campaign. 'You've got to really love something to wait for it – whether it's the final scene after the credits, or that glorious, gravity-defying pour of Heinz,' said Passant El-Ghannam, Marketing Director MEA, Heinz Arabia. The campaign was creatively developed in partnership with FP7 McCann Dubai, MCN and Big Kahuna Films. Federico Fanti, Chief Creative Officer, FP7 McCann Dubai said: 'Post-credit scenes have become a cultural phenomenon between filmmakers and audiences, a reward for those who wait. We saw a perfect parallel with Heinz, a brand that has always turned waiting into an experience, in a way that only Heinz can.' 'It's irrational. It's rich. It's Heinz. And that's what this campaign is all about. In a world of skips and scrolls, Heinz is a reminder that some things like great ketchup and great scenes are worth the wait,' El-Ghannam said, explaining the ideation behind the campaign. Post Post-Credits by Heinz will run at Dubai Mall's Reel Cinemas during the showings of A Working Man on 9 April and Mickey 17 and The Amateur on 10 April and 11 April. Credits: Brand – Kraft Heinz Passant El-Ghannam, Marketing Director MEA Marketing Director MEA Samar Hasanin, Regional Senior Category Manager Regional Senior Category Manager Lobna Saad, Head of Brand Build MEA Head of Brand Build MEA Ilya Myskin, Brand Manager Creative – FP7 McCann Dubai Federico Fanti, Chief Creative Officer Chief Creative Officer Nayaab Rais, Executive Creative Officer Executive Creative Officer Paulo Engler, Senior Creative Director & Head of Art Senior Creative Director & Head of Art Jonathan Cruz, Creative Director Creative Director Liam Galt, Associate Creative Director Associate Creative Director Rob Hall, Associate Creative Director Associate Creative Director Diego Fernandez-Cid, Senior Copywriter Senior Copywriter Roy Sebastian, Senior Art Director Creative Excellence – McCann Worldgroup & MCN Javier Campopiano, Global CCO, McCann Worldgroup Global CCO, McCann Worldgroup Adrian Botan, Global ECD & CCO Europe, McCann Worldgroup Global ECD & CCO Europe, McCann Worldgroup Carmem Bistrian, Global Product Excellence Director, McCann Worldgroup Global Product Excellence Director, McCann Worldgroup Lara De Souza, Creative Excellence Senior Manager, MCN Production – FP7 McCann Dubai & Big Kahuna Films Kaue Akimoto, Motion Designer, FP7 McCann Dubai Motion Designer, FP7 McCann Dubai Murilo DePaula, Video Editor, FP7 McCann Dubai Video Editor, FP7 McCann Dubai Jessica Younes, Senior Producer, FP7 McCann Dubai Senior Producer, FP7 McCann Dubai Amin Soltani, Director, FP7 McCann Dubai Director, FP7 McCann Dubai Eddy Rizk, CEO, Big Kahuna Films CEO, Big Kahuna Films Zaid Mohammad, Editor, Big Kahuna Films Editor, Big Kahuna Films Belal Hibri, Grading, Big Kahuna Films Account Management – FP7 McCann Dubai Tarek Ali Ahmad, Managing Director Managing Director Sana Omran, Head of Business Leadership Head of Business Leadership Amr Lotfy, Account Director Account Director Maryam Aqueel, Account Manager Account Manager Fernanda Stein, Social Media Manager Public Relations & Communications – Current Global MENAT Peter Jacob, Managing Director Managing Director Jude Lahham, Account Director Account Director Riya Awtaney, Account Manager Account Manager May Hajouj, Senior Associate Senior Associate Aastha Chaurasia, Associate Associate Umar Gulamnabi, Junior Associate Company Credits
Campaign ME
04-03-2025
- Entertainment
- Campaign ME
McDonald's campaign turns Crunch songs into currency for a McCrispy
On February 27th, McDonald's offered customers the opportunity to sing their way to a McCrispy. Customers who stepped up and sang one of the Crunch songs, walked away with a free McCrispy. Dial back. What's a Crunch song? For context, McDonald's UAE, in collaboration with creative agency FP7McCann Dubai, social media agency Netizency, and media agency UM MENAT, launched a campaign that turns sound into currency and proves one thing: some sounds are too good to forget. To introduce the McCrispy, McDonald's UAE's newest, crispiest chicken burger, the campaign spoke to a nation of more than 200 nationalities and more than 30 languages using just one universal word: Crunch. Federico Fanti, Chief Creative Officer, FP7McCann Dubai, said, 'The McCrispy's crunch isn't just a sound; it's an experience, a feeling, a moment of pure satisfaction. We wanted to amplify that moment and turn it into something bigger, something that lives beyond a single bite.' 'By transforming crunch into music, we created a universal language, one that brings people together through sound, rhythm, and pure joy. Because when something is this good, you don't just taste it, you hear it, you remember it, and you keep coming back for more,' Fanti added. McDonald's UAE took that signature sound and made it into something bigger – music. A 10-track album where every lyric, every beat, every chorus revolved around one word: Crunch. From Cruncherific rock to Crunchtastic dance beats and Crunchtraordinary pop, the tracks turned the crispiness of McCrispy into an anthem of its own. But the sound didn't just stay online, it echoed everywhere. From homes, balconies, cafés, radio waves to universities the crunch became inescapable. McDonald's UAE even partnered with Spotify, launching a McCrispy x Spotify playlist designed for every mood, ensuring that no matter where you were, the sound of crunch was always just a tap away. And because some sounds are worth more than money, on February 27th, for one hour, McDonald's UAE let customers pay in Crunch. No cash? No problem. If you stepped up and sang one of the Crunch songs, you walked away with a free McCrispy. 'We continuously seek innovative ways to engage with our customers and elevate the brand experience,' said Hassan Abouezzeddine, Senior Marketing Director at McDonald's UAE. 'Our long-standing partners at FP7McCann brought forward a powerful idea—translating the crunch of McCrispy into music. This campaign was more than just an ad; it turned sound into an interactive experience. By merging sound, storytelling, and engagement, we created a unique moment that connected with our diverse audience in a way that was both relevant and memorable. This collaboration exemplifies how strategic creativity can reinforce brand love and drive deeper customer interaction,' Abouezzeddine concluded. CREDITS: Client: McDonald's UAE Osama Elchamaa – Senior Marketing Consultant Reem Bitar – Senior Marketing & PR Consultant Neha Nagpal – Senior Digital Marketing Manager Creative agency: FP7 McCann Federico Fanti – Chief Creative Officer Nayaab Rais – Executive Creative Director Sana Omran – Head of Business Leadership Karim Takieddine – Account Director Paulo Engler – Senior Creative Director & Head of Art Jonathan Cruz – Creative Director Bruno Montoro – Associate Creative Director Liam Galt – Associate Creative Director Diego Fernandez-Cid – Senior Copywriter Roy Sebastian – Senior Art Director Murilo De Paula – Senior Editor Kaue Akimoto – Senior Motion Designer Social media agency: Netizency Jana Khabbaz, Social Media Executive Natacha Karkour, Social Media Director Hind Mahdi, Social Media Manager Eman Fawzi, Senior Social Media Executive Media agency: UM Ruqayiah Al Usman – Director Integrated Planning Faisal Javed – Media Manager
