Latest news with #FedericoFanti
Campaign ME
15-04-2025
- Sport
- Campaign ME
FP7 McCann combats cancer in ‘ballsy' campaign during CD Leganés vs. Barcelona FC game
During a sold-out La Liga showdown against FC Barcelona, CD Leganés made history — not for goals scored, but for where they placed the the Testicular Cancer Society's logo — as part of its Sponsored Balls campaign brought to life by FP7 McCann. In a cheeky and powerful move, the club unveiled a testicular-region sponsorship, with the logo directly on players' shorts — in the exact region the disease affects. The Sponsored Balls campaign was created by FP7McCann to mark Testicular Cancer Awareness Month and spark a conversation that millions of men often avoid. Federico Fanti, Regional Chief Creative Officer, FP7McCann MENAT, said, 'In football, every inch of the kit is branded, from sleeves to socks, but no one's ever dared to sponsor the area that actually matters for this conversation. So, we found the ultimate white space in sponsorship, one that perfectly aligned message and medium. Its power lies in simplicity of the idea: put the message where men need to look — on themselves, while watching the thing they love most: the beautiful game.' Rollout of the cancer awareness campaign: From billboards to broadcasts Sponsored Balls flips the script, placing attention not on the sponsor itself, but on the cause — men's health. In a sport saturated with logos, this previously untouched zone became the most meaningful, The Testicular Cancer Society's logo, a simple cherry-like design in purple color was placed at the center of the players' shorts. Subtle in execution but bold in implication, the placement turned an often-ignored space into a direct and powerful reminder: check yourself. Accompanying the visual was the rallying cry #TenemosUnPar ('We have a pair') — a message broadcast across stadium signage, digital billboards, and live broadcasts, encouraging men to take the conversation online, share stories, and more importantly, check themselves. CD Leganés captain Sergio González, who led the team in the now-iconic shorts, said, 'Football gives us a platform few others have. Some teammates didn't even know how to check themselves before this. Now they do. If showing our pair helps save even one life — that's a win beyond football.' Testicular cancer is the most common cancer in young men — yet remains one of the least talked about. Despite 1 in 250 men being diagnosed, awareness and regular self-exams are dangerously low. That's the insight that sparked this campaign: if men aren't looking down there on their own, maybe football can give them a reason to. Michael Craycraft, founder of the Testicular Cancer Society, called the stunt 'the most effective few seconds in testicular cancer awareness history,' adding: 'We've spent years trying to normalise self-exams through traditional means, reaching thousands. This campaign reached millions in one shot — getting people talking like never before.' Impact of the Sponsored Balls campaign The campaign witnessed an immediate, measurable impact with #TenemosUnPar trending within within minutes of kickoff. More than two million unique visitors reportedly landed on the Testicular Cancer Society website, which is more than what the website has witnessed in the past three years combined. 'Sponsored Balls' builds on last year's award-winning 'Highlight Your Balls' initiative, which turned wall setups in free-kick highlights into self-check tutorials. Craycraft closed with a global challenge: 'This campaign changed how we reach men who need this message most. With CD Leganés leading the way, we're calling on clubs around the world to dedicate just one match to this cause. The impact could be lifesaving.' CREDITS: Client: Testicular Cancer Society and CD Leganés Football Club Founder Mike Craycraft Testicular Cancer Society Director of Communications & Marketing Víctor Marín CD Leganés Football Club Digital & Audiovisual Content Manager Jaime del Campo CD Leganés Football Club Chief of Protocol Nerea Cacho CD Leganés Football Club Marketing Coordinator Adrian Lozano CD Leganés Football Club Creative agency: FP7 McCann Regional Chief Creative Officer Federico Fanti FP7 McCann Dubai Executive Creative Director Nayaab Rais FP7 McCann Dubai Senior Creative Director & Head of Art Paulo Engler FP7 McCann Dubai Creative Director Art Jonathan Cruz FP7 McCann Dubai Associate Creative Director Art Bruno Montoro FP7 McCann Dubai Associate Creative Director Copy Rob Hall FP7 McCann Dubai Senior Copywriter Diego Fernandez-Cid FP7 McCann Dubai Senior Art Director Arthur Melo FP7 McCann Dubai PR Manager Roksar Kamal FP7 McCann Dubai Creative Excellence: McCann WorldGroup Global CCO Javier Campopiano McCann Worldgroup Global ECD & CCO Europe, Adrian Botan McCann Worldgroup Global Product Excellence Director Carmem Bistrian McCann Worldgroup Creative Excellence Senior Manager Lara De Souza MCN Creative Excellence Manager Sofia Serrano FP7 McCann Dubai Production: FP7 McCann Dubai Motion Designer Kaue Akimoto FP7 McCann Dubai Video Editor Murilo DePaula FP7 McCann Dubai Director Yago Casariego Freelancer CS: Managing Director Tarek Ali Ahmad FP7 McCann Dubai PR: Chief Communications Officer Lizzie Dewhurst MCN Managing Director Peter Jacob Current Global Client Director Charlotte Joseph Marketiers
Mid East Info
09-04-2025
- Entertainment
- Mid East Info
Heinz launches the world's first ad interrupted by a movie; and you'll want to stick around for it - Middle East Business News and Information
In a world where everything is skippable, Heinz is reminding people that some things, just like its thick, rich ketchup, are worth the wait. Introducing Heinz's Post-Post Credits; the first-ever ad that gets interrupted by a movie! Exclusively playing during the showings of A Working Man on April 9th and, Mickey 17 and The Amateur on April 10th and 11th at Dubai Mall Reel Cinemas, this one-of-a-kind cinematic experience plays in two parts. The first half teases before the movie, but the real reward? That comes after the credits roll. Only those patient enough to stay until the very end will unlock limited-edition Heinz merch and exclusive discount deals, a treat, that like the thick and rich Heinz ketchup itself, is worth the wait. Passant El-Ghannam, Marketing Director MEA, Heinz Arabia said: '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. 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.' Federico Fanti, Chief Creative Officer, FP7McCANN 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.' Now, go to Dubai Mall Reel Cinemas, and stay put. The longer you wait, the better the reward. Because just like Heinz, it will be worth the wait.
Campaign ME
09-04-2025
- Health
- Campaign ME
Doping tests ‘accidentally' save lives: Aster, TCS turn checks into cancer screenings
Aster Hospitals and Clinics in partnership with the Testicular Cancer Society and FP7 McCann has launched a campaign aimed at rewriting the playbook on men's health with the Amateur Anti-Doping Test, an initiative that transforms routine checks — previously only accessible to professional athletes — into life-saving cancer screenings. The campaign was brought to life in partnership with creative agencies FP7 McCann Dubai and McCann WordGroup, in collaboration with McCann Health Dubai, Craft and Markettiers. It is running across Instagram, Facebook, YouTube, X, and other social platforms — but more importantly, it's being carried by culture. The Amateur Anti-Doping Test kits themselves have become media, received through direct mail and sparking conversations in places that have historically avoided them. In an exclusive conversation with Campaign Middle East, Federico Fanti, Regional Chief Creative Officer at FP7 McCann, said, 'Thanks to our partnership with Aster Hospitals & Clinics, the campaign also lives physically within their clinics across the UAE — bringing the message into real-world spaces where real action can happen. This is not just media distribution. It's presence, relevance, and reach, embedded directly into amateur athletes' everyday lives.' The campaign is part of Aster's ongoing objective to shift the conversation from illness-driven care to preventative care. Encouraging early detection is a core component that can go a long way in empowering amateur athletes and men in general to take proactive measures. 'Testicular cancer is one of the most common cancers detected in men and also curable if detected early, however more awareness is needed for people to be self-aware and take appropriate measures as needed,' Fanti explained. The Amateur Anti-Doping Test kit The kit includes: A step-by-step manual on how to perform a testicular self-examination A certified blood test tube that may help in detecting in cancer markers The kit acts as a dual-purpose tool that potentially detects testicular cancer and is designed to complement self-examination. The process is simple: Registration: Amateur sports group representatives sign up on to have their athletes participate in the Amateur Anti-Doping programme. The kits are funded voluntarily by the amateur athletes themselves through their league registration fees. Distribution: Upon approval, amateur sports group representatives receive the kits and distribute them to the athletes who have volunteered to participate in the program. Sample collection: Participating athletes can take the sample kit to any Aster Hospitals & Clinics location, and provide their blood sample for analysis. While awaiting results: Amateur athletes should use this time to review and master the testicular self-exam guide included with their kit. Follow-up care: If blood test results are positive for testicular cancer markers, or if anything unusual is noticed during self-examinations, athletes are encouraged to immediately consult with a qualified healthcare professional for proper medical evaluation and guidance. Ongoing prevention: Stay proactive – making monthly testicular self-exams a regular habit can detect problems early and potentially save lives, regardless of blood test results. The Amateur Anti-Doping Test Kit is not a replacement for regular self-examinations, but acts as an additional layer of awareness and detection. Ideation and rollout of the Amateur Anti-Doping Test Kit campaign FP7 McCann originated the idea and built the campaign from scratch. The creative agency developed the insight, the content and the physical test kit itself — except for the blood test tubes inside, which are provided courtesy of Aster Hospitals and Clinics — end to end, with next to no budget. Fanti said, 'This work is the result of a strong creative partnership with the Testicular Cancer Society, whose amazing founder, Mike Craycraft, survived testicular cancer himself. After the success of last year's Highlight Your Balls sports-related campaign, we wanted to go even deeper. We knew we had to embed the message to check even more seamlessly into men's lives. The result is the Amateur Anti-Doping Test — a behaviour-first idea that makes cancer checks feel like an aspirational part of the game, not a medical intrusion.' He added, 'We're incredibly proud to partner with Aster Hospitals & Clinics, whose medical support, belief in the idea, and commitment to accessible care made this project not only possible, but incredibly powerful. This is creativity with a purpose — and a platform.' Measuring the success of the campaign Creative agency FP7 McCann is tracking engagement, participation, and behaviour. It is measuring how many athletes register, how many visit clinics, and — crucially — how many begin incorporating self-exams into their routines. In a statement shared with Campaign Middle East, the Aster Hospitals and Clinics team stated that what they aimed to achieve was a cultural shift: when men start talking about their health the same way they talk about sport. They added that the ultimate success of the campaign was meant to be human, not just numerical. If even one amateur athlete detects testicular cancer early because of this kit — or even by hearing about it — then the campaign has achieved its most important goal, the Aster team indicated in its statement, concluding, 'that's the kind of impact you can't measure in impressions, but it's the one that truly matters: saving lives.' CREDITS: Client: Testicular Cancer Society Founder Mike Craycraft Testicular Cancer Society Client: Aster Hospitals and Clinics Dr. Sherbaz Bichu CEO, Aster Hospitals & Clinics, UAE, Oman & Bahrain Rahul Kadavakolu Group Chief Marketing Officer Deepesh KV Head of Marketing, Aster Hospitals & Clinics Kanwaljeet Thakur Deputy Manager, Marketing, Aster Hospital Lavanya Mandal Head of PR and Internal Communications Udhayan S Nair Manager, PR Dr. Ramanathan V Group Medical Director Aster Hospitals and Clinics UAE Dr. Aby Madan Consultant Urologist, Aster Hospital Mankhool Dr. Shaji Hydrose Associate Medical Director, Aster & Access Clinics, UAE Dr. Sam Thampan Specialist Urologist, Aster Hospital Qusais Creative Agency: FP7McCann Dubai Regional Chief Creative Officer Federico Fanti Executive Creative Director Nayaab Rais Senior Creative Director & Head of Art Paulo Engler Creative Director Jonathan Cruz Creative Director Ivan Bormaister Associate Creative Director Art Bruno Montouro Associate Creative Director Copy Liam Galt Associate Creative Director Copy Rob Hall Senior Copywriter Diego Fernandez-Cid Senior Art Director Roy Sebastian PR Manager Roksar Kamal Creative Excellence: Global CCO Javier Campopiano McCann Worldgroup Global ECD & CCO Europe, Adrian Botan McCann Worldgroup Global Product Excellence Director Carmen Bistrian McCann Worldgroup Creative Excellence Senior Manager Lara De Souza MCN Production: Motion Designer Kaue Akimoto FP7 McCann Dubai Video Editor Murilo DePaula FP7 McCann Dubai Motion Designer Aashim Kadayikkal FP7 McCann Dubai Videographer Marcos Cardoso Craft Retoucher Amit Borawake FP7 McCann Dubai PR Chief Communications Officer – Lizzie Dewhurst – MCN Client Director – Charlotte Joseph – Markettiers Client Service Managing Director Tarek Ali Ahmad FP7 McCann Dubai Senior Account Manager Ingrid Bechara FP7 McCann Dubai Regional Managing Director Karen Kamel McCannHealth Dubai General Manager Nael Basily McCannHealth Dubai Company Credits Entrant FP7 McCann Dubai PR Marketiers
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
