Latest news with #PublicisMiddleEast
Campaign ME
11-07-2025
- Entertainment
- Campaign ME
Campaign Middle East's Work picks from June
Every month, Campaign Middle East selects a collection of 'Work' to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign's Private View section for the following month. These are the picks from June – featuring work from The LEGO Group, dubizzle, NYX Professional Makeup, Himalaya and L'Oréal Paris. The LEGO Group: Build It With Him This Father's Day, the LEGO Group inspired families across the UAE to rethink gifting traditions with this regionally tailored campaign – a creative call to action that invited parents and children to connect through the joy of LEGO play. The campaign was developed in collaboration with Publicis Middle East, which led on creative, and MSL Middle East, which led on strategy, insights and earned amplification. The work ran across the LEGO Group's social channels and an in-store activation at the LEGO Store at Mall of The Emirates. Agencies: Publicis Middle East; MSL Middle East Dubizzle: Everyone Is On dubizzle To celebrate its 20th anniversary, dubizzle launched a witty two-part campaign that champions the platform's status in the UAE's property and car marketplaces. Rolled out across a full 360-degree marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture. Apart from making audiences laugh, the anniversary campaign is also meant to highlight the platform's legacy and role in people's lives across two decades. Leaning heavily into brand rather than performance, the campaign has been rolled out across digital, social, radio, PR, video, platform assets and out-of-home (OOH) channels. Agency: Born28 NYX Professional Makeup: The Face Glue This out-of-home (OOH) takeover of Dubai features a star from the Dubai Bling reality television show in Dubai: Safa Siddiqui. The takeover was inspired by a comment left by a user on the initial OOH installment: 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' One fan's cheeky remark became the spark for a citywide takeover. The campaign also includes a reality TV format digital-first installment which features Love is Blind Habibi cast member Dounia Al Ibrahim. Combined with influencer partnerships on social media, the campaign gained more than 200 million impressions across the Middle East. Agencies: Brandizer, Wavemaker, Hypermedia – a subsidiary of W Group Holding, and Qraft Himalaya: We Know Pimples Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles such as 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach. The campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience, and without forcing the brand into unfamiliar territory. Agency: Amber Communications Production house: Company Films L'Oréal Paris: Sit Al Bait This 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. The hero film features actresses Yasmine Sabri and Aseel Omran, standing shoulder-to-shoulder with women across the region. They take to the streets, displaying the power of words, including 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 labour of women. Agency FP7 McCann Dubai, McCann Paris, Current Global MENAT
Campaign ME
11-06-2025
- Business
- Campaign ME
Cannes Lions 2025 contenders: MENA campaigns to keep an eye on
With just days to go for the Cannes Lions International Festival of Creativity 2025 expectations for the MENA region are riding high – especially given that agencies from the UAE and KSA picked up 22 Lions and a Grand Prix in 2024. As a result of this success last year, the UAE climbed three spots to claim the eighth spot globally on the Lions Creativity Report 2024 – the Cannes Lions definitive rankings of countries – which has become the global benchmark for impactful creativity and creative effectiveness. This year, Cannes Lions has also announced several updates in awards criteria for its 72nd edition. Among the most significant changes this year is an increased emphasis on representation and inclusivity, with new measures aimed at broadening access and updating award categories to better reflect the evolving creative industry. A new sub-category dedicated to long-term brand platforms has been introduced across several Lions. The addition aims to spotlight campaigns that demonstrate long-term effectiveness, foster brand loyalty, and deliver measurable business outcomes through ongoing creative efforts. Additionally, the Social & Influencer Lions have been renamed Social & Creator Lions, reflecting the increasing prominence of the creator economy. For 2025, Campaign Middle East has compiled a list of some campaigns that industry leaders have hailed as top contenders from the region. The list below comprises: Name of the campaigns, Name of the clients, Agency that made the submission, Links to the campaign hero videos or creatives THE DARK CIRCLE SALE Client: Home Centre Agency: LEO Lebanon SAFE AT 3AM Client: Dubai Tourism Agency: VML Dubai Client: Testicular Cancer Society Agency: FP7 McCann MENAT Client: KFC Agency: TBWA\RAAD Client: McDonald's Agency: FP7 McCann MENAT Client: Nana Agency: Saatchi & Saatchi UAE Sieh dir diesen Beitrag auf Instagram an Ein Beitrag geteilt von Nana Arabia (@nanaarabia) Client: HungerStation Agency: VML Dubai Client: Visa Agency: Saatchi & Saatchi UAE Client: Transparency International Lebanon Agency: TBWA\RAAD POST POST CREDITS Client: Kraft-Heinz Agency: FP7 McCann MENAT THE GREAT INDIAN DUNK Client: NBA Agency:LEO UAE Client: Al Joumhouria Agency: TBWA\Raad THE SUPER SUB Client: Kudu Agency: VML Riyadh Client: King Faisal Specialist Hospital & Research Centre Agency: Publicis Middle East Client: Pizza Hut Agency: Publicis Middle East Client: Home Centre Agency: Publicis Middle East FOR THE LOVE OF KUDU Client: Kudu Agency: VML Riyadh
Campaign ME
09-05-2025
- Automotive
- Campaign ME
RAM launches the world's shortest flight ‘RHO Airlines'
RAM Trucks has taken to the skies – briefly – to launch its latest performance vehicle with a bold and unexpected activation. In partnership with Publicis Middle East, the brand unveiled 'RHO Airlines', a creative stunt that turned the desert into a runway for what is being described as the world's shortest flight, lasting just 1.2 seconds. To bring the idea to life, RAM and Publicis built a fully immersive airport experience in the middle of the desert, complete with check-in counters, security, ground staff, air traffic control and cabin crew. The only thing missing was a plane. Instead, at the centre of the experience was the new RAM RHO 1500, a high-performance truck engineered for speed, agility and off-road capability. The activation featured Saudi Arabia's popular duo The Saudi Reporters in what the brand calls a 'first-of-its-kind' influencer stunt. One brother, Abdullah, pranked the other, Abdulaziz, into thinking he was boarding a new desert-based airline. Instead, he found himself in the passenger seat of the RHO 1500 as it launched off a sand dune – piloted by a professional stunt driver. 'This stunt captures the essence of RAM. It is about power, capability and the spirit of adventure,' said Stuart Laurie, Head of RAM Brand at Stellantis Middle East. 'The RAM RHO 1500 is not just built to conquer roads and terrains. It is engineered to push boundaries and fire up imaginations, which is exactly what RHO Airlines brings to life.' The campaign kicked off with teaser content across RAM's social platforms, hinting at the arrival of a mysterious new airline. The full reveal came through a hero video that documented the prank and airborne moment in a fast-paced, cinematic format. 'The RHO is unexpectedly thrilling to drive, and we wanted to create an experience that was equally unexpected,' added Tuki Ghiassi, Executive Creative Director at Publicis Middle East. 'RHO Airlines is what happens when you take a product truth and turn it into a full-blown experience.' The activation marks the first phase of a wider brand campaign, with additional content expected to roll out in the coming weeks.
Campaign ME
28-04-2025
- Business
- Campaign ME
Home Centre hijacks other brands' ads for its new campaign
Regional furniture and home accessories retailer, Home Centre has launched a new campaign with an unconventional twist: turning other brands' commercials into its own advertising platform. Created by Publicis Middle East, the 'There We Are' campaign capitalises on a simple observation — Home Centre products appear across countless ads in the region, from food to fashion to homecare brands. Rather than producing new campaigns to showcase its vast 14,000-strong product range, Home Centre used strategically placed YouTube pre-roll ads to highlight when its furniture appears in upcoming commercials. Each time a Home Centre item is spotted in another brand's ad, viewers are greeted with a cheeky pre-roll message drawing attention to the product's presence, followed by a playful note: 'This ad may not sell this table. But the next one will.' The campaign simultaneously hijacks attention while tipping its hat to the brands whose production efforts unintentionally doubled as Home Centre showcases. 'We realised our furniture was already in the limelight,' said Siddarth Sivaprakash, Head of Marketing and Brand at Home Centre. 'So instead of starting from scratch, we just said, 'There We Are' and let our product catalogue shine in other brands' commercials. It's smart, simple, and shows just how vast, versatile and ubiquitous our product range really is.' Beyond being a media-savvy move, 'There We Are' carries a deeper brand statement. In a landscape dominated by larger global names, the campaign doubles as a statement that says 'Home Centre's products don't just fit in – they belong'. The products in other ads are proof that they belong in every kind of story, blending into everything from comedy skits to luxury fragrance ads to family dinner scenes. It's a reflection of the brand's everyday relevance – a presence that feels natural rather than forced. 'Home Centre's furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too,' added Augusto Correia, Creative Director at Publicis Middle East. 'So we thought, why not let everyone be aware of it?' With minimal production and media spend, the campaign flips the traditional paid media model on its head, underlining that visibility isn't always about outspending competitors – sometimes, it's about smartly recognising and owning your place in the story. Credits Publicis Groupe Bassel Kakish – Chief Executive Officer Tahaab Rais – Chief Strategy Officer Nathalie Gevresse – Chief Executive Officer Publicis Middle East Aunindo Sen – Executive Creative Director Augusto Correira – Creative Director Aliza Siddiqi – Associate Creative Director Nicolas Richard – Copywriter Andre Sakai – Art Director Jorge Yoshida – Art Director Deydson Rocha – Editor Guilherme Xopper – Motion Designer Chawki Berro – Motion Designer Shereen Mostafa – Head of Production Mayssa Al-Azem – Agency Producer Ahmed El Ruby – Agency Producer Nicolas Balaa – Agency Producer Upasana Kumar – Agency Producer Issam Saadane – Director Nadia Karout – Producer Vicky Kripalani – Business Lead Aya Baltaji – Account Manager Landmark Group Siddarth Sivaprakash – Head of Marketing Vivek Narayanan – Senior Marketing Manager Ojasvita Chandra – Assistant Manager Digitas Bachir Sahyoun – Associate Business Director Omar Savage – Media Manager Fahad Irfan – Senior Executive Sonido Antro Lucas Duque – Music Director Vanessa Mayrink – Project Manager
Campaign ME
25-03-2025
- Entertainment
- Campaign ME
Publicis ME, deja vu display lasting legacy, life left by ‘Strangers' donating organs
King Faisal Specialist Hospital and Research Centre (KFSH&RC) has launched a new campaign bringing attention to the value of organ transplantation through a simple idea: we live on through what we give. The 3-minute 44-second film campaign, titled Strangers, was brought to life by creative agencies Publicis Middle East and Deja Vu Dubai, with Deja Vu Dubai handling the production and post-production, BMRG Films handling the line production, Cold-Cutz handling the editing and Company 3 overseeing the colouring. The Strangers campaign tells the stories of eight people whose lives were saved by a single organ donor. Without dramatic twists or overstatement, the film lets the idea speak for itself, showing how one act can create a lasting legacy through others. 'Through this film, we've tried to create a purpose that people could relate to and truly feel,' said Muhannad Abdullah Kadi, Chief Corporate Communications & Marketing Officer, King Faisal Specialist Hospital & Research Centre. 'Organ donation and the subsequent transplantation aren't just procedures – they contribute to continuation of life for others. The film reminds us that even when we are gone, we can still give the most meaningful gift there is: time, hope and a future to someone else,' Kadi added. The campaign achieved a 98 per cent view-through rate, with viewers watching the full 3 minutes and 44 seconds, Publicis Middle East shared in a statement. It also reportedly generated 100 per cent positive sentiment in 23 markets that it reached. Viewers were also encouraged to register themselves as donors. 'We wanted to tell a story that makes people stop and think,' said Tahaab Rais, Chief Strategy Officer, Publicis Groupe Middle East & Turkey and the film's director. 'There's nothing more powerful than the idea that something of us can live on through others. And an organ donor can help impact upto 8 lives. That's what we leaned into. The clues throughout the film allude to the transplant the people have benefitted from. And the response has shown that when the message is honest, people listen,' Rais added. Through the Strangers film campaign, King Faisal Specialist Hospital & Research Centre intended to strengthen its voice in the field of transplantation, bringing attention not only to the science behind the procedures, but to the meaning behind them, as well. CREDITS: Creative agency: Publicis Middle East & Dejavu Dubai Production Company: Dejavu Dubai Line Production: BMRG FIlms Post-Production: Dejavu Dubai Editing: Cold-Cutz Colouring: Company 3 Executive Producer: Manasvi Gosalia Director: Tahaab Rais Director of Photography: Marvin Schatz Screenplay and story: Tahaab Rais Producer: Hala El Amm Head of Production: Kavya Iyer Creative agency: Publicis Middle East Chief Executive Officer: Bassel Kakish Chief Strategy Officer: Tahaab Rais Executive Creative Director: Aunindo Anoop Sen Head of Production: Shereen Mostafa Senior Producer: Joumana Haddad Producer: Nicholas Balaa 1st AD – Guram Bakradze 2nd AD – Ilia Asitashvili, Marie Jatchvadze Executive Producer – Levan Maghradze Executive Producer – Tato Sulakvelidze Production Manager – Irina Khvedelidze Production Assistant – Oto Pavlenishvili Production Designer – Tamo Chavchanidze Art Director – Beka Sadagashvili Costume Designer – Nino Injia Make up and Hair – Teo Glonti Make up and Hair – Madona Chanturia Casting Director – Taso Okropiridze Casting Support – Salome Chulukhadze SFX – Guro Chikviladze Gaffer – Goglika Khaindrava 1st AC – Manu Elijarashvili 2nd AC – Levan Zaridze Editor – Neda Zag Head of Post Production: Rafic Sawaya Post Producer: Nadim Khoury Senior Colorist: Steffan Perry Coloring & Grading Senior Producer: Edwin Elkington VFX: Pradosh Chandran Actor: Elias Zayek Supporting actor: Pavle Supporting actor: Ani Imnadze Supporting actor: Iskandar Sawaieer Supporting actor: Bryson Wesley Supporting actor: Giga Jishkariani
