21-05-2025
Science & Sunshine wins creative brief for Yasmina by Yango
Dubai-based independent agency Science & Sunshine has been appointed creative agency of record for Yasmina, the AI assistant developed by Yango Group, following a competitive pitch.
Yasmina is a bilingual, human-like voice assistant designed to serve users across the Middle East. Developed with regional fluency – both linguistic and cultural – Yasmina offers support in Arabic and English, aiming to deliver a smarter, more intuitive and localised AI experience.
As part of the mandate, Science & Sunshine will lead Yasmina's brand strategy, creative campaigns, and content storytelling as the platform scales across MENA. The partnership kicks off with launch activity in the UAE and Oman.
'Yasmina isn't just another AI assistant – she's built to speak the region's language, literally and culturally,' said Nadine Ghossoub, CEO at Science & Sunshine. 'That's a bold ambition, and one we're excited to bring to life through smart, relatable creative work.'
Rami Abu Arja, Senior Innovation Marketing Manager at Yango Group, added: 'Yasmina was designed to feel local from the first word spoken. As we expand her presence across the Middle East, we needed a creative partner who could match that cultural fluency with insightful, strategic storytelling – and Science & Sunshine fit that brief perfectly.'
The win strengthens Science & Sunshine's growing position in the region's technology and innovation sector. Alongside its work with Yasmina, the agency's wider portfolio spans entertainment, tourism, culture and lifestyle – supporting brands that are actively shaping the future of the Middle East.
Yasmina is currently rolling out in select markets, with further expansion planned across the region in 2025.
