Latest news with #We'reComing
Campaign ME
05-05-2025
- Entertainment
- Campaign ME
Here's Campaign Middle East's Saudi ‘Work' picks
Campaign Middle East features an annual double-page spread of selected Work from the Kingdom in its Saudi Arabia Report. Here is the 2025 round-up of some 'made-for-KSA, by-KSA' campaigns, featuring Saudi work from Riyadh Season, Rexona Arabia and the Saudi Arabian Football Federation, HungerStation, Foodics, Budget Saudi, Beyond ONE – Virgin Mobile KSA, Disney+ MENA, Golden Chicken, AROYA Cruises and Abdul Latif Jameel Motors Toyota. The Last Crescendo – Riyadh Season Agency: BigTime Creative Shop This cinematic film aims to capture the drama of the highly anticipated rematch between light-heavyweight boxers Artur Beterbiev and Dmitry Bivol. Set in a grand European opera house, The Last Crescendo tells the story of the two boxers through three dramatic acts. Directed by Alan Masferrer and shot over four days in Serbia, the film blends the art of opera with the raw drama of boxing. The soundtrack, composed by Philip Kay, was written specifically for the film, adding another layer of emotional depth. Quit Screens To Scenes – Budget Saudi Agency: FP7 McCann Saudi To redefine how people celebrate special moments, Budget Saudi launched a campaign to encourage Saudi audiences to take virtual expressions of celebration into reality. The campaign invited consumers to share details on special moments, whether a birthday, promotion or a personal achievement. Those who celebrated online were brought together by Budget for a real-world celebration supported by emoji-style hearts, claps and confetti. The car rental company also leveraged influencer Abdulaziz Bakr, someone who is typically only seen on a screen, to the activation in an effort to foster a deeper sense of community beyond the screen. We're Coming – Rexona Arabia x Saudi Arabian Football Federation Agency: ‿and us To celebrate the unstoppable determination of the Saudi Arabia Women's National Football Team, this campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom. Narrated through the voices of young girls who dream of a future in football along with the National Team themselves, the campaign underscores a collective vision: the Saudi Women's National Team is not stopping until they achieve whatever they set out to achieve. Social Feed – HungerStation Agency: VML Dubai HungerStation introduced Social Feed – an AI-powered feature that allows users to turn any food post on social media into an orderable dish. The campaign taps into changing consumer behaviours, particularly the influence of social media on food choices. It also builds on HungerStation's ongoing efforts to rethink how users engage with food delivery. By blending social media habits with ordering, HungerStation created a platform where food seen online is now part of its menu. 10 Years – Foodics Agency: Foodies Block The cloud-based restaurant management tech and payments platform celebrated 10 years through this campaign by prompting audiences towards nostalgic moments with reflections on how restaurants operated 10 years ago. 'Remember when paper was used to take orders?'; 'remember waiting in long lines just to place an order?'; 'remember paying in cash and struggling to find spare change?' With a teaser reel followed by a brand video and four short-form social media videos, which were amplified through Saudi influencers, Foodics organically gathered more than 3.2 million impressions within the first week of the campaign's launch. Switch – Beyond ONE Group – Virgin Mobile KSA Agency: Swing This relatable integrated campaign promotes Virgin Mobile KSA's Switch Postpaid Plan by drawing inspiration from the daily inefficiencies that have consumers overpaying for underused experiences. The brand took a comedic route to bring its brand values of heartfelt service, delightful surprise, smart disruption and insatiable curiosity to life. Three hero films served as the centrepiece for the campaign, accompanied by a media mix of social media, digital-out-of-home, digital platforms and point-of-sale placements to ensure maximum visibility and impact. The Curse of Anything – Golden Chicken Agency: Tarek Nour Saudi Arabia This campaign taps into the universal problem of deciding what's for dinner, and the most common response to that question from friends, colleagues, and family: 'Anything!' While it might seem like a straightforward answer, the response frequently leads to a stressful and overwhelming decision-making process, especially for young mothers and busy individuals. To address this, Golden Chicken positions its products as a solution, simplifying the decision and providing the perfect meal solution. Watch and Live The Stories – Disney+ MENA Agency: Science & Sunshine To tie together Saudi storytelling with iconic entertainment options available on the streaming platform, Disney+ MENA released three short videos on its Disney+ Saudi Arabia Instagram account, inviting audiences to showcase how mainstream entertainment becomes a part of everyday Saudi households. Picking from six of its top performing content offerings, the campaign showcases fine-dining kabsa inspired by Disney's Ratatouille and FX's The Bear, Wolverine-inspired toothbrush claws, and a father singing beloved Disney tunes. From dallah coffee pitchers and folded ghutras by the door, every scene hints at how the streaming platform is immersed in Saudi culture and households. Toyota Reclaims Toyota – Abdul Latif Jameel Motors Toyota Agency: Serviceplan Experience To address a digital challenge in Saudi Arabia, where local consumers commonly search for their vehicles using informal Arabic nicknames (terms the company's official website couldn't use), Abdul Latif Jameel Motors Toyota leveraged off-page SEO techniques to turn a technical obstacle into a creative breakthrough. Serviceplan Experience developed an off-page SEO strategy that placed the informal nicknames into backlinks and anchor tags. Collaborating with trusted publishers and bloggers, the team ensured these high-volume terms linked back to Abdul Latif Jameel Motors Toyota's website. Yalla, AROYA Cruises – AROYA Cruises Agency: Social Clinic Former Real Madrid football star Cristiano Ronaldo, who now plays for Saudi football club Al-Nassr FC, has been spotted in a new advertising campaign, alongside his partner Georgina Rodríguez, for AROYA Cruises, the cruise line owned by Cruise Saudi, a PIF-funded company. The campaign took a cinematic, playful approach – offering a glimpse into how Ronaldo and Rodríguez turn a regular day at home into a spark of cruise excitement. To see the print version of the Saudi Work section, check out page 16-17 here.
Campaign ME
31-01-2025
- Business
- Campaign ME
Rexona, ‿and us highlight ‘unstoppable spirit' of Saudi women's football team
Rexona, in partnership with the Saudi Arabian Football Federation (SAFF), has unveiled a bold debut campaign, We're Coming, crafted by creative agency ‿and us, celebrating the unstoppable determination of the Saudi Arabia Women's National Football Team. The campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom. 'We're immensely proud to support the Saudi Women's National Team on their journey to greatness,' said Karl Nehmeh, Marketing Manager at Rexona. 'This campaign captures their spirit and determination perfectly. At Rexona, we believe
Sport360
28-01-2025
- Business
- Sport360
Saudi Arabian Women's National Team and Rexona unveil 'We're Coming' campaign
The Women's National Team of Saudi Arabia and Rexona are teaming up to champion a new era for women's football in the Kingdom, unveiling the 'We're Coming' campaign set to inspire a new generation of Saudi football stars through a historic partnership. As a ground-breaking first campaign delivered in collaboration between the women's national programme and its first exclusive partner, the 'We're Coming' campaign featuring stars from the women's national first team and upcoming starlets from across the Kingdom will highlight the record-breaking growth of women's football in Saudi Arabia in recent seasons. The campaign follows the official announcement of Rexona as an exclusive partner to the Saudi Arabian Women's National Programme in October and builds on the remarkable momentum behind women's football in the Kingdom. The new campaign launching this month comes after a historic year in which the women's national first team reached its highest ever FIFA World Ranking in December. Head Coach Lluis Cortes' side begin 2025 with an eye on further records with the team's first AFC Women's Asian Cup qualification campaign beginning in May, aiming to compete in the 2026 event in Australia. Aalia AlRasheed, Head of Women's Football Department at SAFF, said: 'We are delighted to announce this new campaign for our Women's National Programme with Rexona and Unilever, a key figure in the global growth of women's football. 'This campaign to highlight the exceptional growth and trajectory that our game is following comes with perfect timing as our senior squad gears up to break new ground in 2025 with our first official qualification campaign. Along with our ongoing work with Rexona, this campaign is the next step in continuing to reach new heights for women's football and shining a light on the incredible efforts of our national team programme.' Shazia Syed, Unilever Personal Care General Manager (GCC, Turkey, Pakistan & Bangladesh) and Head of Unilever Arabia (GCC) added: 'It is a privilege for Unilever and Rexona to partner with the Saudi Arabian Football Federation and its Women's National Team Programme on this innovative campaign as we kick off this exciting collaboration with the aim to help the development of the women's game in the Kingdom. 'As an extension of Rexona's international efforts to support the growth of women's sports, this new chapter is a major milestone for Rexona in becoming an official sponsor for the Saudi Arabian Women's National Teams and we look forward to breaking new ground in developing the women's game here nationwide.' This three-year collaboration marks the first official partnership for Saudi Arabia's Women's National Programme, a testament to the incredible strides made since the team's historic launch in 2021. Beyond football, this partnership is a celebration of movement, confidence, and breaking barriers—on and off the pitch. Rexona has long been a passionate supporter of women's sports globally, with major partnerships including FIFA and the Women's World Cup. Now, this game-changing alliance with Saudi Arabia aims to inspire a new generation of female athletes across the Kingdom. Spearheaded by the launch of the national team programme launch in 2021 and the introduction of the SAFF Women's Premier League in 2022, women's football has grown immensely with more than 77,000 school girls participating in national schools leagues while the professional domestic game has expanded to three top flight leagues with international stars from 20 countries playing their trade in the Kingdom. As the third season of the SAFF Women's Premier League lights up stadiums across the Kingdom, this collaboration is poised to encourage girls to chase their dreams. Aligned with Vision 2030, Saudi Arabia's roadmap for empowering youth through sports, this partnership is more than just a milestone for football—it's a symbol of progress, unity, and the unstoppable spirit of Saudi women. Fans can follow all the action with live updates from the Saudi Arabian Women's National Programme on Instagram, TikTok and X. For more information on the women's domestic game in Saudi Arabia, visit:
Zawya
28-01-2025
- Business
- Zawya
Saudi Arabian Women's National Team and Rexona unveil 'We're Coming' campaign to kick off historic partnership
Rexona joined forces with the Kingdom's national women's team in October, becoming the side's first exclusive partner to the women national programme The campaign sets the stage for a big year as the nation's top female side prepares for first ever AFC Asian Women's Cup qualification campaign Riyadh, Saudi Arabia – The Women's National Team of Saudi Arabia and Rexona are teaming up to champion a new era for women's football in the Kingdom, unveiling the 'We're Coming' campaign set to inspire a new generation of Saudi football stars through a historic partnership. As a ground-breaking first campaign delivered in collaboration between the women's national programme and its first exclusive partner, the 'We're Coming' campaign featuring stars from the women's national first team and upcoming starlets from across the Kingdom will highlight the record-breaking growth of women's football in Saudi Arabia in recent seasons. The campaign follows the official announcement of Rexona as an exclusive partner to the Saudi Arabian Women's National Programme in October and builds on the remarkable momentum behind women's football in the Kingdom. The new campaign launching this month comes after a historic year in which the women's national first team reached its highest ever FIFA World Ranking in December. Head Coach Lluis Cortes' side begin 2025 with an eye on further records with the team's first AFC Women's Asian Cup qualification campaign beginning in May, aiming to compete in the 2026 event in Australia. Aalia AlRasheed, Head of Women's Football Department at SAFF, said: 'We are delighted to announce this new campaign for our Women's National Programme with Rexona and Unilever, a key figure in the global growth of women's football. 'This campaign to highlight the exceptional growth and trajectory that our game is following comes with perfect timing as our senior squad gears up to break new ground in 2025 with our first official qualification campaign. Along with our ongoing work with Rexona, this campaign is the next step in continuing to reach new heights for women's football and shining a light on the incredible efforts of our national team programme.' Shazia Syed, Unilever Personal Care General Manager (GCC, Turkey, Pakistan & Bangladesh) and Head of Unilever Arabia (GCC) added: 'It is a privilege for Unilever and Rexona to partner with the Saudi Arabian Football Federation and its Women's National Team Programme on this innovative campaign as we kick off this exciting collaboration with the aim to help the development of the women's game in the Kingdom. 'As an extension of Rexona's international efforts to support the growth of women's sports, this new chapter is a major milestone for Rexona in becoming an official sponsor for the Saudi Arabian Women's National Teams and we look forward to breaking new ground in developing the women's game here nationwide.' This three-year collaboration marks the first official partnership for Saudi Arabia's Women's National Programme, a testament to the incredible strides made since the team's historic launch in 2021. Beyond football, this partnership is a celebration of movement, confidence, and breaking barriers—on and off the pitch. Rexona has long been a passionate supporter of women's sports globally, with major partnerships including FIFA and the Women's World Cup. Now, this game-changing alliance with Saudi Arabia aims to inspire a new generation of female athletes across the Kingdom. Spearheaded by the launch of the national team programme launch in 2021 and the introduction of the SAFF Women's Premier League in 2022, women's football has grown immensely with more than 77,000 school girls participating in national schools leagues while the professional domestic game has expanded to three top flight leagues with international stars from 20 countries playing their trade in the Kingdom. As the third season of the SAFF Women's Premier League lights up stadiums across the Kingdom, this collaboration is poised to encourage girls to chase their dreams. Aligned with Vision 2030, Saudi Arabia's roadmap for empowering youth through sports, this partnership is more than just a milestone for football—it's a symbol of progress, unity, and the unstoppable spirit of Saudi women. Fans can follow all the action with live updates from the Saudi Arabian Women's National Programme on Instagram, TikTok and X. For more information on the women's domestic game in Saudi Arabia, visit: -Ends- ABOUT THE SAUDI ARABIAN FOOTBALL FEDERATION (SAFF) Established in 1956, the Saudi Arabian Football Federation (SAFF) is a member of FIFA and the Asian Football Confederation (AFC), and the governing body for football in the Kingdom of Saudi Arabia responsible for overseeing grassroots development and all aspects of the amateur and professional game. SAFF is in charge of elevating Saudi football to new heights, offering new opportunities across the ecosystem and inspiring the nation to participate and become an influential force for good within world football. SAFF currently administers 28 competitions across various age groups, most notably the annual King's Cup and Saudi Super Cup. SAFF manages nine national teams ranging from the U15 age group all the way to the first team, all of which compete in 23 regional and international competitions. As part of its significant investment in women's football, the SAFF currently manages the senior national team as well as the U17, U20, and national futsal teams. SAFF is also responsible for the organisation of the SAFF Women's Premier League, the SAFF Women's First Division league, the SAFF Women's Cup, and the SAFF Women's U-17 Tournament. SAFF is responsible for the development and upskilling of over 3,000 national coaches and 1,700 referees across the Kingdom. ABOUT REXONA Rexona is now the world's No.1 antiperspirant and deodorant brand (verified by NielsenIQ), sold in more than 100 countries, with turnover of more than €2 billion a year. Rexona believes in the power of movement to transform lives and it's on a mission to inspire everyone to move more. As part of this, the brand is challenging society's narrow limits of what an acceptable mover looks like, to make movement inclusive for all.
