Latest news with #SimonMorehead
Campaign ME
22-07-2025
- Business
- Campaign ME
Here are Campaign Middle East's Work picks for July
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 for July – featuring work from GymNation, Ahmed Seddiqi, Careem Pay, Holsten and Tie House. GymNation: The Coolest Class GymNation provided UAE residents with a short respite from high temperatures this summer with the launch of its Coolest Class in Dubai. Tapping into the insight that residents are seeking innovative and exciting fitness experiences, the free-to-enter class offered members and non-members training in a cooled environment. Through social media outreach and a PR push with agency partner Current Global MENAT, the activation aimed to attract visitors and ensure their return to the gym by offering a memorable experience. Agency: Current Global MENAT (PR) Ahmed Seddiqi: The Difference Time Makes Luxury retailer Ahmed Seddiqi launches its refreshed brand along with its 75th anniversary campaign in the MENA region. Brought to life in collaboration with directing duo Simon Morehead and James Hulbert from Sovereigns, Director of Photography Mark Hobz and Art Director Maria Fontela, in partnership with Create Group, the hero films aim to reflect the timeless values and modern ambitions of the brand. As Ahmed Seddiqi adds new luxury brands to its portfolio, the campaign intends to capture the energy of transformation while maintaining reverence for the legacy built since 1950. Create Group's scope included film production, digital assets, in-store branding, social media strategy, and more. Agency: Create. Production house: Create Production Careem Pay: Vroooooosh *Ding* This 360-degree campaign marks the expansion of Careem Pay's international remittance service to more than 30 corridors. Aiming to be a bold departure from traditional financial advertising, the campaign's design deviates from typical financial visuals and, instead, uses sharp sound design to highlight the speed and better rates of Careem Pay services. Associating dynamic sounds such as 'Vroooosh. Ding.' and 'Ping. Ping.' with Careem Pay's financial services, the campaign focuses on two core customer concerns: how fast money lands into an account, and how money reaches loved ones abroad. Careem took a human- and sound-led approach to the campaign's design to create a lasting sonic memory. Agency Careem Creative Studio (in-house) Production house Bigfoot Films Holsten: Georgina's Favourite Treat The Carlsberg Group's premium malt beverage Holsten partnered with social media personality, model and entrepreneur Georgina Rodríguez for its latest advertisement. Set in a neighbourhood baqala in Saudi Arabia run by 'Rajeev', the video plays up a rumour that Rodríguez visits the baqala every Monday to pick up her 'favourite treat' – a bottle of Holsten. The audience-first campaign was designed specifically for Saudi Arabia with deep cultural relevance and local consumer insight with the intention of reinforcing Holsten's brand positioning within the Saudi market. The multi-platform campaign has been rolled out across Shahid, social media channels, cinemas and outdoor advertisements. Agency M+C Saatchi, dentsu Production house Boho Films Tie House: 30 Years of Tie House Tie House, a men's fashion brand based in Egypt, has launched a campaign featuring former professional footballer Mohamed Zidan to celebrate its 30-year anniversary. The campaign shows Zidan taking on several everyday characters with subtle visual transformations, to depict how Tie House suits all lifestyles, from celebrity to everyday living. The campaign was launched with an integrated 360-degree approach to ensure strong brand recall across various segments. Adopting a humorous tone, the campaign's core challenge was finding the balance between comedic undertones while maintaining Tie House's elegant brand positioning. Agency Rack Advertising Agency Production house Golden Take Media Production, LZRD
Campaign ME
14-07-2025
- Business
- Campaign ME
Ahmed Seddiqi, Create collab for 75th anniversary campaign, brand refresh
Ahmed Seddiqi has officially launched its refreshed brand and 75th anniversary campaign, unveiling a bold new direction for the luxury retailer, which includes dropping the '& Sons' from its name. This marks the first major project between Ahmed Seddiqi and Create. The agency was selected following a competitive pitch process, which witnessed its team present a concept and tagline that resonated deeply with the client's aspirations. The winning creative platform became the foundation of a full-year integrated campaign. The scope included film production, static and animated digital assets, in-store branding, social media strategy and execution, and quarterly reporting. Sugam Bhasin, Senior Group Marketing and Communications Director at Seddiqi Holding, said, 'Celebrating 75 years of Ahmed Seddiqi presented us with a chance to augment our positioning in a competitive luxury market, while honouring the legacy of our longest-standing brand.' Bhasin added, :'The journey thus far has shaped who we are, and the brand's evolution and reinforced ambition moving forward will no doubt continue to inspire audiences across the region. We look forward to conceptualising impactful moments together with Create. in line with our long-term vision at Ahmed Seddiqi.' With conceptualisation and execution supported by Create, the integrated campaign centred around highlighting 'The Difference Time Makes' serving as the launchpad for its anniversary and an ambitious regional expansion strategy. In collaboration with directing duo Simon Morehead & James Hulbert from Sovereigns, Director of Photography Mark Hobz, and Art Director Maria Fontela, the hero films developed for the anniversary intended to reflect both the timeless values and modern ambitions of the brand. Hobz's visual direction brought depth and elegance to every frame, while Fontela's historically grounded set design — recreating elements such as the founder's desk, cabinet and even a period-specific wall clock — brought authenticity and emotional resonance to the scenes. The content captured the energy of transformation while maintaining reverence for the legacy built since 1950. As Ahmed Seddiqi expands into new avenues and adds new luxury brands to its portfolio, Create. aims to support across integrated touchpoints, from campaign strategy to social media rollouts in the UAE. CREDITS: Client: Ahmed Seddiqi Agency: Create. Direction: Simon Morehead and James Hulbert from Sovereigns Director of Photography: Mark Hobz Art Director: Maria Fontela Production House: Create Production Producer: Muhammad Ashraf Business Lead: Vanessa Miranda Senior Account Manager: Maha Al Refaee
