Latest news with #ImpactBBDO
Campaign ME
08-05-2025
- Business
- Campaign ME
Regional work earns global spotlight at 2025 ANDY Awards
The 2025 ANDY Awards, held at Sony Hall in New York, saw standout entries from the MENA region recognised alongside some of the world's top creative work. Impact BBDO took home Best in Show in the Social Good category for Child Wedding Cards, a campaign developed in partnership with UN Women. The work also received a Gold in the idea category. The agency further picked up three Gold for AnNahar Newspaper's The New President, including one in the Bravery category – marking the third consecutive year AnNahar has won in this classification. The New President was also named Best of Region for Southwest Asia and North Africa (SWANA). FP7 McCann also secured a Gold in the Idea category for Selfless Shelves, developed for Puck. Commenting on the results, Ali Rez, Chief Creative Officer, Impact BBDO, said: 'The ANDYs set one of the highest standards of excellence in the business. The competition is incredibly tough, and the winning list from around the world truly the best of the best. We are honoured to be featured amongst the winners.' Now in its 60th year in 2025, the ANDY Awards continues to highlight work that reflects bold thinking, innovation and creativity across global markets. While the focus remains on ideas rather than format, this year's jury placed strong emphasis on work that challenges conventions. Apart from the regional awards, Canadian agency Courage was named Best New Agency, Rethink repeated its win as Independent Agency of the Year, and production company Smuggler was recognised for its body of work. Network of the Year was a three-way tie between BBDO, DDB and Publicis Groupe.
Campaign ME
01-05-2025
- Business
- Campaign ME
OceanQuest picks Impact BBDO Group as integrated communications partner
OceanQuest, the Saudi not-for-profit foundation dedicated to accelerating ocean discovery and advancing global ocean innovation, has appointed Impact BBDO Group as its integrated communications partner. The mandate spans creative, PR, media, and digital, led by Impact BBDO alongside Impact Porter Novelli, OMD, and Impact Proximity. 'As we embark on this journey, it's vital that our communications reflect the scale of our ambition and invite the world to be part of it,' said Salman F. Kattan, Chief of Staff at OceanQuest. The agency group is tasked with shaping OceanQuest's brand, building global visibility, and engaging diverse audiences through compelling storytelling and strategic campaigns. The group led the successful launch of OceanQuest, unveiling the foundation to the world through an integrated communications campaign that brought together narrative development, media engagement, creative assets, and digital amplification. 'The Impact BBDO Group brings together the creative strength and strategic insight needed to help us inspire global action, build credibility, and shape meaningful conversations about the future of our oceans. Further, we needed a partner truly able to bring all disciplines together — and Impact BBDO demonstrated that strength throughout both the pitch process and the launch.' The partnership aims to reflect OceanQuest's long-term ambition to communicate its mission with clarity, purpose, and impact. Ghassan Kassabji, Chief Executive Officer, Impact BBDO Group Dubai, said: 'OceanQuest represents the kind of purpose-driven initiative we're passionate about — one that demands the full power of integrated thinking across creativity, strategy, media, and engagement. We're proud to support this extraordinary mission and to bring together the right expertise from across our group to help OceanQuest tell its story and drive real-world impact.' OceanQuest, based at KAUST in Thuwal, is aligned with the UN Decade of Ocean Science for Sustainable Development and backed by an esteemed Board of Trustees including Prince Bader bin Abdullah bin Farhan, Yasir Al-Rumayyan, Aiman Al-Mudaifer, John Pagano, Prof. Edward Byrne, and Ray Dalio. The foundation will invest SAR3 billion into ocean research and development by 2050 and aims to support over 150 scientists annually.
Campaign ME
05-04-2025
- Entertainment
- Campaign ME
Campaign's Creative Faces to Watch 2025 – Malaika Menon, Account Director, Them Again
Campaign's Creative Faces to Watch 2025 – Malaika Menon, Account Director, Them Again Campaign's Creative Faces to Watch 2025 – Malaika Menon, Account Director, Them Again Age: 26 Nominated by Ben Griffiths, Executive Creative Director and Partner: I met Malaika during my first stint in Dubai when she was an intern, after reuniting this year, I can confirm she is an increasingly rare character in today's industry. Someone who is excited by the job, who strives for great work, but also, holds creative and client equally accountable. Good ideas aren't enough, you need the right people to help sell them and bring them to life. And Malaika is a great partner to creatives and clients alike. I know that anyone who has worked with her knows how lucky we are to have her at Them Again. Career highlights Embracing a rollercoaster of five years rising through the ranks, I've graduated from a fresh-faced intern at Impact BBDO to my current position as Account Director at THEM AGAIN. Bringing my passion for the industry to life, working on amazing global clients with great people. After picking up some shiny awards with the team, I was nominated as the only Account Manager for the LIA Creative Liaisons Mentee Program in 2023. When I'm not working, I indulge in my passions for art, movies, music, and food. And sometimes, getting too many tattoos. Guiding principles Advertising is a wild beast to work in, and I've always believed that if you're not making yourself-and others-a little uncomfortable, you're not doing it right. I've dabbled a lot to land here, and as cheesy as it sounds, my passion proves advertising is exactly where I'm meant to be. Side hustle Go back to main article: Campaign's Creative Faces to Watch 2025
Campaign ME
27-03-2025
- Entertainment
- Campaign ME
Starbucks ‘Keeps the Gathering Flowing' in community-first Ramadan campaign
Starbucks has revealed its 'Keep the Gathering Flowing' campaign created in partnership with Impact BBDO. The campaign highlights how Starbucks isn't just serving coffee, but intends to capture the essence of modern Ramadan nights. The campaign illustrates how people stepping into a Starbucks during Ramadan, will feel it: an atmosphere alive with connection; laughter between friends; games and conversations between sips of coffee. It's more than just a coffeehouse; it's a meeting point, a beating heart of the night and a place where the 'gathering continues to flow'. In an era when digital interactions often take precedence over in-person moments, this campaign celebrates the in-between — the spontaneous post-iftar meet-ups, late-night reflections before suhoor, the friendships formed under the café's warm lights, and more. Starbucks: from coffeehouses to community hubs For centuries, coffeehouses have been spaces of conversation, creativity and cultural exchange. Starbucks continues this tradition, evolving from a coffee spot into a modern-day majlis, where Gen Z and millennials redefine gatherings during Ramadan. From Kuwait to Riyadh, Dubai to Jeddah, the Starbucks campaign demonstrates a transformation into a late-night hub where communities come together. 'This is more than just a campaign, it reflects a deeper commitment to fostering authentic human connection,' the brand shared in a statement. The soundtrack of a new generation This year, Starbucks took its storytelling beyond visuals. Partnering with rising Saudi artist Elias Setta, the brand created an original track that resonated deeply with audiences, topping Kuwait's charts at #1 and reaching #3 in Saudi. 'Music has long been a powerful form of self-expression, and this collaboration embraces the way today's youth connect with storytelling,' the brand shared in a statement. By incorporating contemporary sounds, the campaign blends tradition with modern influences, reinforcing Starbucks' role as a space where people come together and share experiences. More than coffee: Starbucks' commitment to culture Starbucks has also emphasised that this campaign isn't just a short-term initiative, it's part of Starbucks' ongoing engagement with culture in meaningful ways. From collaborations with the Saudi Ministry of Culture to National day celebrations across the MENA region, the brand has proven that its role in the region isn't just transactional; it's a commitment to honouring the coffee culture and the traditions of the region. Beyond its stores, the brand is meeting people where they are, literally. Mobile coffee trucks make bring communities together in familiar spaces, while custom Snapchat filters extend the experience into the digital world. Whether on the move or settling in for hours-long conversations, coffee remains a constant, anchoring moments that matter. Keeping the gathering glowing This campaign isn't about nostalgia; it's about the present. It's about a new generation embracing traditions in their own way. And in the midst of it all, Starbucks aims to remain a familiar presence, ensuring that no matter how the night unfolds, the gathering keeps flowing. CREDITS: Client: Starbucks Agency: Impact BBDO
Campaign ME
14-03-2025
- Campaign ME
RAKTDA's ‘Not a Vacation…Our Vacation' challenges conventional travel marketing
Ras Al Khaimah Tourism Development Authority (RAKTDA) has launched its latest destination marketing campaign, Not a Vacation…Our Vacation, marking a shift in how the emirate presents itself to travellers. Moving beyond conventional tourism narratives, the campaign takes a witty and contrast-driven approach, positioning Ras Al Khaimah as a place where visitors don't just take a break – they discover something refreshingly different. At the heart of the campaign is a hero film, directed by Mark Middlewick and produced by Goldmine, with creative direction from Impact BBDO. The film contrasts the familiar with the extraordinary, highlighting what makes Ras Al Khaimah different. Through a mix of humour and striking visuals, it challenges common travel expectations and showcases the emirate's diverse landscapes, cultural heritage and adventure offerings. The emirate is framed as a 'Detour Destination', a term highlighted in Expedia's Unpack '25 report, which identifies a growing traveller preference for unique, off-the-beaten-path experiences. 'When RAKTDA approached us with this project, we saw an opportunity to push the boundaries of traditional destination marketing,' said Martino Caliendo, Creative Director at Impact BBDO. 'We wanted to challenge expectations, using humour and contrast to highlight the unique 'RAK Effect' – a place where curiosity leads to something truly different.' A digital-first, multi-platform approach The campaign has been designed as a fully integrated digital experience, ensuring sustained engagement across multiple platforms. 'We are rolling out a strong social media strategy across Instagram, TikTok, Facebook, and YouTube,' said Alka Winter, Vice President, Destination Marketing & Communications at RAKTDA. 'Shorter edits in multiple languages will run as paid digital ads, while organic content will keep the conversation going across our platforms.' A key component of the campaign is influencer partnerships, where travel and lifestyle content creators will experience Ras Al Khaimah first hand and share their journeys through immersive storytelling. 'Influencer collaborations play a central role in amplifying the campaign's message,' Winter explained. 'Travel creators and lifestyle influencers will experience Ras Al Khaimah first hand, sharing their unique perspectives through immersive storytelling and campaign hashtags. Their content will bring the campaign's playful energy to life and showcase the destination in a way that feels fresh, authentic and engaging.' Additionally, RAKTDA is working with strategic partners to expand the campaign's reach. 'The film and its cutdowns will be shared across their platforms to engage a wider global travel audience,' Winter added. 'This campaign is not just about showcasing Ras Al Khaimah – it's about inviting people to see it through a completely new lens, one that is dynamic, unexpected and full of personality.' Measuring the impact of Not a Vacation…Our Vacation RAKTDA is taking a data-driven approach to evaluate the campaign's impact, tracking a combination of awareness, consideration and conversion metrics. 'For awareness, we look at reach, impressions and video views to see how many people are engaging with the campaign,' Winter said. 'We also monitor share of voice to understand how we compare in the market.' 'Engagement and consideration metrics help us assess how well the campaign is resonating with audiences. We track likes, comments, shares, and saves to measure interaction, while website traffic, time spent on key pages, and itinerary views give us insight into deeper interest. Search demand and brand lift studies help us gauge shifts in perception and intent to visit.' 'At the end of the day, success is about conversion,' Winter explained. 'We track actual bookings from key source markets to see how the campaign is turning interest into action. By continuously optimising based on these insights, we ensure that the campaign is not just driving awareness but is also making a tangible impact.' Aligning with Ras Al Khaimah's long-term vision The campaign supports Ras Al Khaimah's broader strategy of sustainable tourism growth and positioning itself as one of the region's fastest-growing tourism destinations. 'While other destinations focus on familiar tourism clichés, Ras Al Khaimah is carving out its own space by embracing a playful, unexpected and adventure-driven approach,' Winter noted. 'This campaign challenges perceptions and invites people to experience something new – whether that's unspoiled nature, authentic culture, or adrenaline-fuelled adventure.' Winter also emphasised the long-term significance of the campaign. 'Not a Vacation…Our Vacation is more than just a marketing campaign – it's a bold statement about what makes Ras Al Khaimah different,' she said. Winter sees the campaign as part of a broader shift in how Ras Al Khaimah positions itself globally. 'As the emirate continues to invest in new hospitality, infrastructure, and connectivity, this campaign helps reinforce its reputation as a destination that is fresh, dynamic, and full of untapped potential,' she said. 'Ras Al Khaimah is not just another vacation spot. It is an experience,' she said. 'This campaign is setting the tone for how we tell that story moving forward.' With Not a Vacation…Our Vacation, RAKTDA aims to redefine how Ras Al Khaimah is perceived by global travellers. By leveraging digital engagement, storytelling and a data-driven strategy, the campaign seeks to solidify the emirate's status as a destination that offers something different. Credits Client: RAKTDA Alka Winter, Vice President, Destination Marketing & Communications Serdar Senay, Director, Destination Promotion & Digital Marketing Faisal Riaz Khan, Destination Content Creator Agency: Impact BBDO ECD: Johannes De Beer Associate Creative Director: Martino Caliendo Copywriter: Tariq Vinayakan, Simon Raffaghello Designer: Lucia Tammaro Account Management: Beto Ghidini, Justine Dib Strategy: Sebastian Roland, Ricardo Gasparian Production: Rany Sarouphim, Mohamed Soueid Production House: Goldmine Films Director: Mark Widdlewick
