Latest news with #IMPACTBBDO
Campaign ME
26-05-2025
- Entertainment
- Campaign ME
MENA agencies score big at The One Show 2025
MENA agencies delivered a strong showing at The One Show 2025, with standout performances from IMPACT BBDO, Leo Dubai, and BigTime Creative Shop. The region's work was recognised across major categories including non-profit, health & wellness, out of home, craft, and creative use of technology and data. Dubai-based IMPACT BBDO took home the Best of Non-Profit accolade for its emotionally powerful campaign, Child Wedding Cards, developed for UN Women. The campaign transform wedding invitation cards to raise awareness about child marriage. IMPACT BBDO also topped the Middle East and Africa agency rankings for the second time in three years, underlining its continued creative leadership in the region. The campaign also earned two Gold Pencils – in Health & Wellness: Direct Marketing and Print & Promotional: Print for Good – cementing its status as one of the region's most awarded initiatives this year. Leo Dubai's campaign for NBA India, The Great Indian Dunk, was another top performer. It received Gold in Out of Home: Craft / Photography and Print & Promotional: Craft / Photography, alongside Silver Pencils for Out of Home: Craft / Art Direction and Posters / Series, and a Bronze for Print & Promotional: Newspaper / Series. Independent Riyadh agency BigTime Creative Shop picked up Silver in Creative Use of Data: Innovation / New Ideas and Bronze in Creative Use of Technology: Use of AI for its work with The Ring Magazine. The campaign stood out for its inventive approach to storytelling through AI and data visualisation. The agency also won in the Moving Image Craft & Production category for its cinematic work with the General Entertainment Authority. Everything or Nothing was awarded Silver for Production Design, while Obsession received a Bronze for Direction (Single). Finally, FP7 McCann Dubai, along with Current Global and Craft, secured a Bronze Pencil in Customer Experience / CX for its Heinz Insurance campaign. The One Show 2025 received 19,860 entries from 62 countries. Jurors awarded a total of 156 Gold, 197 Silver, 270 Bronze Pencils and 1,027 Merit awards across the competition. The One Club for Creativity – home of The One Show is a non-profit organization whose mission is to support and celebrate the success of the global creative community.
Campaign ME
08-05-2025
- Business
- Campaign ME
Sting empowers women to ‘energise lazy men' at home in bold campaign
Energy drink brand Sting has launched a bold, yet humorous, campaign titled Lazy Helpline in collaboration with IMPACT BBDO and BBDO Pakistan to 'energise lazy men at home'. The brand identified an unexpected challenge in the market: people weren't drinking Sting at home. While Sting had long been a staple of out-of-home consumption, fueling commutes, street-side hangouts, and late-night study sessions, it remained largely absent inside the home. The brand identified this gap as a growth opportunity, not just for itself, but for the entire energy drink category. 'When you already own 92 percent of the market, growth doesn't come from taking share, it comes from growing the category,' said Hakima Mirza, Senior Director Marketing at PepsiCo Pakistan. 'We plan to do this by creating in-home consumption occasions for Sting.' To tackle this challenge, Sting tapped into a familiar tension in many households: men who are energetic outside their homes often become lazy once they are back inside of it. Rather than speak to them directly, Sting shifted its focus. For the first time in the brand's history, Sting targeted women — the ones who have to live with these lazy men at home, men who delay and deny every chore. Sting created an effortless hotline to help women take control. A single call to the Lazy Helpline triggered the arrival of a fully branded Sting Lazy Squad at the door, armed with bottles of Sting and a zero-tolerance policy for doing nothing. The squad didn't just deliver energy, they delivered a moment of change. The campaign came to life through branded delivery vans, reimagined e-commerce bundles called Lazy Kits, and influencer kits that paired bottles of Sting with chore lists. It was a fully integrated push that brought the experience into homes, screens, and conversations, placing Sting squarely at the centre of in-home disruption. The campaign was proof that category growth doesn't always need a new product — sometimes, it's about shaking up the ordinary. 'The Lazy Helpline campaign is a reflection of how insight-led storytelling can reshape not just messaging, but brand behavior. By giving the audience a new role and a new voice, Sting has strategically stepped outside its traditional lane to create something genuinely fresh and culturally specific,' said Ali Rez, Chief Creative Officer, IMPACT BBDO MENAP. Sting's Lazy Helpline marks a shift in Sting's voice, tone, and audience. By stepping inside the home and speaking directly to women, the brand did something it had never done before. And in doing so, it redefined where energy can show up and who gets to activate it. Syed Hamza, Creative Director at BBDO Pakistan, concluded, 'The idea was simple. We flipped the hero. Instead of marketing to the lazy, we gave power to the ones affected by them,. That's what made it feel real, funny, and honestly, kind of overdue.' CREDITS: Client: Sting / PepsiCo Advertising agency: BBDO Pakistan / IMPACT BBDO PR agency: BBPR Pakistan Film production: Rock n Roll Digital production: Grey Density Media agency: Starcom
Campaign ME
10-04-2025
- Entertainment
- Campaign ME
Cheetle-covered fingers? BBDO's Cheetos Pants double up as a towel
The Cheetos® brand has taken mischief to new heights with the launch of its latest campaign: Cheetos Pants, the first-ever pair of trousers designed to solve the eternal snacking dilemma: where do I wipe my Cheetle-covered fingers? The fashion-forward trousers are the exact same shade of orange as the iconic Cheetos snack and feature a towel-like texture on the thighs, designed specifically to wipe away any leftover Cheetle®, making every snack session a cleaner experience. The pants are also equipped with pockets sized perfectly to hold a bag of Cheetos. Ali Rez, Regional Chief Creative Officer for IMPACT BBDO, said, 'Gone are the days when I had to type a quote with my Cheetle-covered fingers, and subsequently lick my keyboard. Now we have the dignified solution the world needed: Cheetos Pants. What a time to be alive when we see the world of high fashion design collide with snacking.' The project was made in collaboration with IMPACT BBDO, BBDO New York, Almap BBDO and Omnicom Productions. Cheetos consulted some of the world's top design minds to ensure these pants were both stylish and practical. The team collaborated with Max Siegelman and Karoline Spenning of Siegelman Stable, creating a truly global effort in both fashion and design, alongside legendary designer Zang Toi, founder of House of Toi. Cheetos Pants dropped on April 7 on However, this is a first-come, first-serve offer, so fans need to act fast to get their hands on a pair. Once they're gone, though, there's still hope for those who miss out. Cheetos is giving fans access to an array of other orange-colored pants from around the globe, sourced from different designers and brands. This feature makes all orange pants across the internet easily shoppable, allowing every Cheetos lover to find their perfect pair of Cheetle-wiping pants. The global collection can be accessed directly on CREDITS: Client: Cheetos PepsiCo Creative agencies: IMPACT BBDO BBDO New York Production houses: Almap BBDO Omnicom Productions Product manufacturing: Another Place
Campaign ME
19-03-2025
- Politics
- Campaign ME
InkVisible campaign in Pakistan raises Parliament support for women's protection
UN Women has launched its InkVisible campaign, which leans into the rich, cultural beauty of henna 'ink' applied on the 'visible' marks of domestic violence to bring attention to women's protection, empowerment and gender equality in Pakistan, and make women aware of national helpline number that can help them. The campaign was launched in partnership with creative agency IMPACT BBDO, production house Déjà vu Films, with digital and social assets created by UN Women's in-house designers. The campaign films have been played at various events in Pakistan and have been placed online on various social channels. Posters were put up in strategic locations that targeted high female traffic in major Pakistani cities. Campaign Middle East has also learned of plans in place to launch the campaign across billboards and broadcast commercials. Teams working with UN Women to bring this to life have even invited henna artists to draw on the hands and feet of brides, while simultaneously training them and instructing them on how to escape abuse. Henna cones printed with the national helpline number are also being distributed in rural communities. The Governer of the largest province in Pakistan, as well as the nation's Prime Minister's office, have reacted positively to the campaign, which promises to be a very positive influence in building more programs for women's protection. One of the main objectives for UN Women has been to end violence against women: The organisation works to prevent and respond to all forms of violence against women, including domestic violence, sexual violence and harmful practices such as child marriage. The objective for this particular campaign was to drive better conversations around spousal abuse so that women may feel safe speaking up, and to have lawmakers demand more action to protect women. According to UN Women, incidents of violence against millions of women rise when they get married, as spousal abuse is commonplace in Pakistan. In Pakistan 1 in 3 married women reportedly face physical and mental abuse by their partners, and a vast number don't report the crime out of fear that the violence may escalate, or due to societal taboos around divorce. Those working on the campaign, strategically decided to focus on the irony that while a marriage is meant to be celebrated, often it becomes the gateway for abuse. The teams then looked for symbols of a happy marriage that they could pivot to use as a communication device, and henna stood out. Usually meant to adorn hands and feet, this campaign called for the application of henna in places it has never been before: the areas where bruises often occur as a result of domestic violence. For instance, henna is applied on a black eye to highlight beauty amidst the trauma. The jarring visuals were meant to alarm, and to inform millions of married women that they could call a national helpline to seek help. Beyond the rise in calls made to the national helpline immediately after the campaign — indicating that the InkVisible campaign has started to inform its audience successfully — one of the strongest results of the campaign was that female parliamentarians in the National Assembly wore henna as wounds and bruise marks to further the message. They amplified the InkVisible campaign by reposting it, while pushing lawmakers to join them to strengthen laws against spousal abuse. Apart from parliamentarians, donor agencies have also joined the call for stronger legislation and action to protect women from violence. Client: UN Women Creative agency: IMPACT BBDO Production house: Déjà vu Films
