1. KFC
Scroll Thru
Agency: Memac Ogilvy
The KFC Scroll Thru is like a drivethrough but right in your social feed – with drive-through window, menu and dedicated employees included.
2. COCA-COLA
Bel Off side
Agency: J. Walter Thompson
Coca-Cola Off side was broadcast live on Facebook during select football matches, with female sports influencers providing live play-by-play analysis, stats and storylines.
3. CITY CENTRE
Street View Fashion Show
Agency: MullenLowe Dubai
City Centre malls curated the world’s first street-side fashion show available to watch on Google street View. Shot at Shindagha Corniche, close to City Centre Al Shindagha, the activation used models from among the public.
4. HARDEE’S
El Large
Agency: Hug MENA
Hardee’s in Kuwait joined forces with hip-hop artist Daff y to create a music video celebrating ‘living large’ in everything you do. The music video mixed hip-hop beats with the Kuwaiti dialect and was supported by tailored executions across cinema, OOH and online.
5. OREO
Oreo People
Agency: Horizon FCB
Production house: Lord & Thomas
Horizon FCB used a piece of Google adtech called Vogon to serve 60 ads to people as they searched YouTube. If they searched for football they got an ad with a cricket player; if they searched for pop music they got a tabla. Why? Because, just like them, those guys like Oreos. That’s one thing they have in common.
6. ZURICH
Breast cancer typing test
Agency: Rain Creative
You spend hours on a keyboard every day, but have you ever noticed the bumps on the F and J keys? Now think whether you are really paying attention to your body on a regular basis.
7. CHILDREN’S CANCER CENTRE
Future Reina
Agency: République Beirut
Using artificial intelligence, République recreated an eight-year-old cancer patient, Reina, in the future, to show how donations can guarantee an 80 per cent survival rate.
8. BEBELAC
Kidstagram
Agency: Horizon FCB
Billed as “a toddler takeover of social media”, Bebelac’s posts appeared to be made by the kids of regional infl uencer mums, with gibberish captions and sloppy camerawork.
9. MAGGI
Without ‘but’
Agency: Publicis Dubai
Maggi’s initiative to encourage women to live a healthier life without restraints was relayed on social networks with a hashtag #noexcuses, five stories of women freeing themselves from inhibition, testimonials and recipe tips.
10. BIRKENSTOCK
#TheBigBirkenstockCampaign
Agency: DViO Digital
To launch footwear brand Birkenstock’s EVA collection, DViO Digital launched an Instagram competition using the platform’s Grid capabilities. People were encouraged to unjumble a puzzle to win a prize.