1. EXPO 2020 DUBAI
The World is Better When We Act Together
Agency: Face to Face
Production house: Boomtown
The first advertising campaign from Expo 2020 Dubai stars footballer Lionel Messi. The campaign is digitally led, with a two-minute fi lm at its centre.
2. ADIDAS
Run For The Oceans
Agency: Sticky Ginger PR
Adidas unveiled a façade on the Burj Khalifa in support of World Oceans Day and to launch its Run For The Oceans initiative. Meanwhile, Dubai Design District became home to an installation made from ocean waste.
3. BURGER KING
The Genuine taste of Localisation
Agency: J. Walter Thompson KSA
Production house: Mis/Nojara
Burger King realised that in many Arab countries there was a disconnect due to the simple problem of pronouncing the brand’s name. So it decided to introduce a new letter to the Arabic alphabet, and launched it with a film.
4. CAREEM
Start Something
Agency: TBWA\RAAD
Careem’s global integrated campaign kicks off with an emotional film that showcases people from different parts of the MENA region starting something to make a difference.
5. CHEETOS Mix-Ups
Agency: M&C Saatchi
Cheetos Mix-Ups are a new product range containing four shapes and two flavours of crisps in the same packet. They were launched with a multichannel campaign that included a TVC, digital and social, in-store sampling and more. A gamification element encouraged Saudi youths to get creative while sharing their snacks.
6. BABYSHOP
The Gift of Mom
Agency: FP7 McCann
Production house: Dejavu
Creating a new occasion, Babyshop aims to make Mother’s Day an occasion for mums to check themselves for breast cancer.
7. OMANTEL
Extra Time
Agency: Leo Burnett
The campaign is a call for people to give their extra time in Ramadan to doing good. It highlights stories of real Omanis who live by this and use their extra time outside their day jobs to inspire all of us to make the best of the time we have.
8. BAYUT
Chris Hemsworth
Agency: Crayon Communications
UAE property portal Bayut shot a TV commercial starring Hollywood actor Chris Hemsworth, best known for playing Marvel superhero Thor. The fi lm was shot by cinematographer Jordan Buck and directed by Oscar winner Robert Stromberg. It was accompanied by a giant billboard on Sheikh Zayed Road.
9. NISSAN ALTIMA
Bio-Color
Agency: TBWA\Raad
To highlight the largest colour range for a new car, everyone who took a test drive in the Nissan Altima had the change to take a DNA test. The data was translated into a unique colour that could be applied to their car when they bought it.
10. CITI
Never Settle for Never
Agency: Horizon FCB Dubai
Citi launched a campaign to announce its partnership with the International Paralympic Committee and its sponsorship of Team Citi. The message ‘Never Settle for Never’ was launched in the UAE and spread quickly.
