Latest news with #SitAlBait
Campaign ME
28-07-2025
- Entertainment
- Campaign ME
Private View by The Romans' Joe Lipscombe
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This month's review is by Joe Lipscombe, Partner – MENA at The Romans. The LEGO Group: Build It With Him Love the concept, wish the creative upheld it. I've read the extensive background – the endless research and data mining done to land on this insight, but I can't see it in the final product. The notion of 'don't buy, build' is nice. But it's promoting LEGO, which you buy. The art direction is classy, but the creative hasn't truly captured the heart of the insight. I'm also not sure that brown wallets, slippers, grey mugs and power drills really reflect the modern dad – but maybe I'm projecting. Dubizzle: Everyone Is On dubizzle Another strong concept, with a tame execution. I like the core idea; I would have preferred a more ambitious creative execution. It feels like it does the job in terms of message penetration. I wouldn't be sharing or re-running the spots, though. NYX Professional Makeup: The Face Glue A bit absurd, finally. The story behind this strongly reiterates the impact of pasting ads across metro stations and on bridges over SZR. I can't argue with that, but there's little mention of the creative direction. That said, not many brands strike a culture chord in Dubai, and despite not being the audience, I respect that they've achieved that with this partnership. It's absurd and we need more of that. But given the physical coverage, I'd have loved more from the creative direction. Himalaya: We Know Pimples Feels like the brief, not the solution. The central concept of we don't get you, but we get spots is interesting. But simply putting your audience in their natural habitat and calling it relevance isn't enough. We need some proper depth, not another actor with a headset and controller. I think it misses the mark. L'Oréal Paris: Sit Al Bait Powerful, if not a bit unoriginal. Three of the young Arab women at The Romans watched this and agreed that, though the film gets them pumped up and it's strikingly shot (which it is), there isn't enough negative sentiment behind the original phrase to make it truly meaningful. In fact, they felt that both 'Sit Bait' and 'Sit Al Bait', over time, have come to mean the same thing. From my perspective, we have seen so many campaigns hinge on the changing of Arabic letters to alter meaning, that the vehicle has lost all potency. By Joe Lipscombe, Partner – MENA at The Romans
Campaign ME
23-07-2025
- Entertainment
- Campaign ME
Private View by UAE-based telecom Brand Director Simon Ornelis
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. Simon Ornelis, a UAE-based Brand Director with expertise across telecom, FMCG, and retail, shares his perspective on selected 'Work' for July's review section. The LEGO Group: Build It With Him A warm, meaningful idea rooted in a powerful truth: dads value time more than things. The emotional clarity is strong. I'd love to see it evolve into build-it-with-him kits or seasonal rituals. There's a great opportunity to turn this into a memory-making platform that families look forward to year after year. Dubizzle: Everyone Is On dubizzle There's boldness here, and I respect the unapologetic tone with category confidence and a sticky line. But I found myself wanting a little more. The brand is sitting on rich data and diverse user journeys – there's an opportunity to celebrate real stories, niche use cases or life milestones adding depth to the brand's clear market leadership. NYX Professional Makeup: The Face Glue Bold, eye-catching, and unapologetically expressive – the campaign turns fan energy into citywide visibility. What makes it work is how true it feels to NYX's fearless personality, while cleverly tapping into Dubai's love for over-the-top drama. Safa's presence adds glamour and credibility. Himalaya: We Know Pimples The tone here is refreshingly right – not preachy, not trying too hard. Just a gentle, well-observed mirror of what it's like to be a teen. It sets the stage for a meaningful brand relationship. Building on this with peer-led content, simple skincare routines, or digital tools could turn it into a true go-to for teens. L'Oréal Paris: Sit Al Bait Brilliant. This is standout brand work – respectful, clever, and deeply rooted in cultural insight. Reclaiming 'Sit Al Bait' with pride aligns beautifully with L'Oréal's timeless promise 'Because you're worth it' – in a way that feels fresh and locally meaningful. With continued storytelling, community programmes, or product integration, this could evolve from a strong statement into a lasting, values-led platform that truly lives across the region. By Simon Ornelis, UAE-based telecommunications Brand Director.
Campaign ME
11-06-2025
- Entertainment
- Campaign ME
L'Oréal Paris redefines ‘Sit Al Bait' in empowering Middle East campaign
L'Oréal Paris, in collaboration with FP7 McCann Dubai, McCann Paris, and Current Global MENAT, has launched a new campaign under its Women of Worth platform — rolling out across the Middle East. Rooted in cultural nuances of the region, the 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. Further activations are planned to continue building on the long-term vision behind Sit Al Bait. The hero film features actress Yasmine Sabri and actress Aseel Omran, standing shoulder-to-shoulder with women across the region. As the narrative unfolds, we see them take to the streets, displaying the power of words that makes all the difference in the messaging – 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 labor of millions of women. Commenting on the campaign, Christian Bou Khalil, Marketing Director MENA, L'Oréal Paris, said, 'Sit Al Bait is more than a cultural phrase, it is a statement that speaks to the very core of our brand's values: empowering women to define themselves on their own terms.' Christian Bou Khalil, added, 'We are proud to challenge narratives and elevate the evolving role of women in society as leaders, changemakers, and visionaries. It's a reminder that empowering women begins by recognizing the value they already hold—because they're worth it.' In a region where cultural expectations have long cast women primarily in the role of caregiver or housewife, this L'Oréal campaign is a timely reminder that women can be, and already are, so much more: leaders, visionaries, entrepreneurs and changemakers. They can be whatever they decide to be. A new study by L'Oréal Paris reveals that more than half (53 per cent) of men and women in the Middle East believe the term 'housewife/sit bait' does not entirely reflect the evolving role of women in 2025. Additionally, a series of focus groups further revealed a stronger emotional response to the 'Sit Al Bait' phrasing, with participants describing it as a 'badge of honour' and 'a way to finally feel seen'. 'My late mother raised me to ignore any label or name calling that shrinks us. Arab women run their lives and their homes with power and precision. Yet we're often pushed into the background and told to take pride.' said Manar Munjed Abdulla, Associate Creative Director at FP7 McCann. She added, 'With this campaign, I wanted to reclaim worth, and to help other women do the same. I knew the change would make some people proud and others uncomfortable. But it was necessary to break a cliché and rewrite our place in the world. Because no one else will do it for us.' CREDITS Client Marketing Director MENA Christian Bou Khalil SAPMENA CPD General Manager Adrien Koskas Global Brand President Delphine Viguier-Hovasse Deputy General Manager SAPMENA CPD Khalid Dugmag General ManagerSAPMENA Juliana Gómez H Senior Vice President Global Image & Content Olivier Monteil Deputy General Manager – Global Martin Crosnier International Marketing Director – South Asia Hub Chih-Ying Chang Hub Director – MENA Nadine Fouad International Project Manager – Emerging AME Hub Nay Sader General Manager Consumer Products Middle East Ahmed Wagih General Manager – GCC Elsa Kalaydijiane Brand Business Lead – GCC & Levant Sara Sakaya Brand Advocacy Manager Hiba El Assir Corporate Affairs & Engagement Director – Middle East Jihane Bachir Group PR & Advocacy Director, Corporate Affairs & Engagement Zeina Haddad Managing Director – Lebanon Emilie Wahab Head of Brands – Lebanon Christelle Khoury Creatives Regional Chief Creative Officer: Federico Fanti FP7 McCann Dubai Global Chief Creative Officer: Julien Calot McCann Paris Executive Creative Director: Nayaab Rais FP7 McCann Dubai Global Executive Creative Director: Rob Brown McCann Paris Creative Director: Eric Groza FP7 McCann Dubai Head of Arabic: Manar Munjed FP7 McCann Dubai Art Director: Anton Stolpovskii FP7 McCann Dubai PR Manager Roksar Kamal FP7McCann MENAT Copywriter: Daniel Zaldumbide FP7 McCann Dubai Associate Creative Director: Rob Hall FP7 McCann Dubai Creative Operations Director Cynthia Sarkis FP7 McCann Dubai Senior Creative Ops Coordinator Christina Abouzeid FP7 McCann Dubai Creative Excellence Manager Sofia Serrano FP7 McCann Dubai Senior Finalizer Rahim FP7 McCann Dubai Senior Finalizer Ahmed Nadeem Client Service Nima Askari General Manager FP7 McCann Dubai EVP Global Business Director Lisa Conway McCann Paris President / EVP Global Leader L'Oréal Charlotte Franceries McCann Paris Account Director: Dalia Hosny FP7 McCann Dubai Miral Saad FP7 McCann Dubai Account Manager: Freddy George FP7 McCann Dubai Account Executive Eman Sami FP7 McCann Dubai Account Director MCP Sabrina Rodreguiez McCann Paris International Account Manager: Shruti Namibar McCann Paris
Zawya
10-06-2025
- Entertainment
- Zawya
L'Oréal Paris redefines 'Sit Al Bait' in empowering campaign for the Middle East
Dubai - L'Oréal Paris celebrates the evolving role of women with Sit Al Bait, Arabic for 'Woman of the House', reframing the traditional idea of a housewife into a title of pride, leadership, and self-worth. L'Oréal Paris, in collaboration with FP7McCann Dubai, McCann Paris, and Current Global MENAT, has launched a new campaign under its Women of Worth platform — rolling out across the Middle East. Rooted in cultural nuances of the region, the 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. 'Sit Al Bait is more than a cultural phrase, it is a statement that speaks to the very core of our brand's values: empowering women to define themselves on their own terms,' said Christian Bou Khalil, Marketing Director MENA, L'Oréal Paris. 'We are proud to challenge narratives and elevate the evolving role of women in society as leaders, changemakers, and visionaries. It's a reminder that empowering women begins by recognizing the value they already hold—because they're worth it.' The hero film features actress Yasmine Sabri and actress Aseel Omran, standing shoulder-to-shoulder with women across the region. As the narrative unfolds, we see them take to the streets, displaying the power of words that makes all the difference in the messaging – 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 labor of millions of women. In a region where cultural expectations have long cast women primarily in the role of caregiver or housewife, this campaign is a timely reminder that women can be, and already are, so much more: leaders, visionaries, entrepreneurs, and changemakers. They can be whatever they decide to be. A new study by L'Oréal Paris reveals that over half (53%) of men and women in the Middle East believe the term 'housewife/sit bait' does not entirely reflect the evolving role of women in 2025. Additionally, a series of focus groups further revealed a stronger emotional response to the 'Sit Al Bait' phrasing, with participants describing it as a 'badge of honor' and 'a way to finally feel seen.' 'My late mother raised me to ignore any label or name calling that shrinks us. Arab women run their lives and their homes with power and precision. Yet we're often pushed into the background and told to take pride.' said Manar Munjed Abdulla, Associate Creative Director at FP7 McCann. 'With this campaign, I wanted to reclaim worth, and to help other women do the same. I knew the change would make some people proud and others uncomfortable. But it was necessary to break a cliché and rewrite our place in the world. Because no one else will do it for us.' The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. Further activations are planned to continue building on the long-term vision behind Sit Al Bait. Creatives Regional Chief Creative Officer: Federico Fanti FP7 McCann Dubai Global Chief Creative Officer: Julien Calot McCann Paris Executive Creative Director: Nayaab Rais FP7 McCann Dubai Global Executive Creative Director: Rob Brown McCann Paris Creative Director: Eric Groza FP7 McCann Dubai Head of Arabic: Manar Munjed FP7 McCann Dubai Art Director: Anton Stolpovskii FP7 McCann Dubai PR Manager Roksar Kamal FP7McCann MENAT Copywriter: Daniel Zaldumbide FP7 McCann Dubai Associate Creative Director: Rob Hall FP7 McCann Dubai Creative Operations Director Cynthia Sarkis FP7 McCann Dubai Senior Creative Ops Coordinator Christina Abouzeid FP7 McCann Dubai Creative Excellence Manager Sofia Serrano FP7 McCann Dubai Senior Finalizer Rahim FP7 McCann Dubai Senior Finalizer Ahmed Nadeem Client Service Nima Askari General Manager FP7 McCann Dubai EVP Global Business Director Lisa Conway McCann Paris President / EVP Global Leader L'Oréal Charlotte Franceries McCann Paris Account Director: Dalia Hosny FP7 McCann Dubai Miral Saad FP7 McCann Dubai Account Manager: Freddy George FP7 McCann Dubai Account Executive Eman Sami FP7 McCann Dubai Account Director MCP Sabrina Rodreguiez McCann Paris International Account Manager: Shruti Namibar McCann Paris Planners Strategy Manager Rifaat Fakih FP7 McCann Dubai PR Managing Director Peter Jacob Current Global Dubai Senior Director Sinead Oconnor Current Global Dubai Social Production Head of Production Jessica Yoness Craft Dubai Film Director Jessy Moussallem Co Founder Johnny Abdo Brandizers Co Founder & CEO Rafi Nabbouh Brandizers Producer Tanya Saab Brandizers Producer Seba Kourani Brandizers Production manager Amir Al Naamani Brandizers Public relations Eda Jurdani Brandizers Production assistant Patricia Dib Brandizers Senior manager - Communication Mariane Koussa Brandizers Communication executive Ruba Sharafeddine Brandizers Post production Lead Yara Akl Brandizers Editor Abed Nehme Brandizers Editor Charbel Kaddicci Brandizers Editor Youssef Hazim Brandizers Client Marketing Director MENA Christian Bou Khalil SAPMENA CPD General Manager Adrien Koskas Global Brand President Delphine Viguier-Hovasse Deputy General Manager SAPMENA CPD Khalid Dugmag General ManagerSAPMENA Juliana Gómez H Senior Vice President Global Image & Content Olivier Monteil Deputy General Manager - Global Martin Crosnier International Marketing Director - South Asia Hub Chih-Ying Chang Hub Director - MENA Nadine Fouad International Project Manager - Emerging AME Hub Nay Sader General Manager Consumer Products Middle East Ahmed Wagih General Manager - GCC Elsa Kalaydijiane Brand Business Lead - GCC & Levant Sara Sakaya Brand Advocacy Manager Hiba El Assir Corporate Affairs & Engagement Director - Middle East Jihane Bachir Group PR & Advocacy Director, Corporate Affairs & Engagement Zeina Haddad Managing Director - Lebanon Emilie Wahab Head of Brands - Lebanon Christelle Khoury
