1
Majid Al Futtaim
Twogether box
Agency: Nomads Dubai
Together with Majid Al Futtaim, Nomads created a family ritual for donating during Ramadan. Parents and kids each select items to give to the poor, putting them in two separate compartments of the box.
2
Byblos Bank
No home like home
Agency: FP7/BEY
By 2016 almost every Lebanese citizen living in the country and able to afford a house had already bought one. So Byblos Bank changed its target, launching Expat Housing Loans with a campaign that targeted expatriates returning for the summer holidays.
3
Dubai Properties: 1/JBR
Not for everyone
Agency: FP7/Dubai
In 1/JBR you won’t find ostentatious displays of wealth. So the campaign played on the lack of blinged out bathrooms, diamante décor and dancing fountains, focusing on subtle simplicity instead.
4
Aloft Hotels
Project: Aloft Star UAE
Agency: Create Content
Aloft Hotels is Marriott International’s brand for music lovers. It teamed up with Universal Music to present the 2018 edition of artist-discovery competition Project: Aloft Star UAE. The finale was hosted at Aloft City Centre Deira, where Marriott loyalty-programme members got special treatment.
5
Gems
Genius in every child
Agency: Proof
The campaign sought to drive up enrolments at Gems Education’s schools. Its premise was: “Every child has the potential to be great, but few are given the opportunity to explore their true capabilities. [Gems] believes that a quality education is a basic human right, and key to unlocking the greatness that lies in every child.”
6
Zoom
ComicCon
Agency: Tamra C2
Convenience store chain Zoom introduced a new hero at the Middle East Film & Comic Convention 2018: Zooper-Dooper Zoom. He was launched with a comic book, social media posts and giveaways.
7
Citibank
Cashback credit card
Agency: Horizon FCB
The TVC and associated 360-degree campaign emphasised the simplicity of Citibank’s Cashback credit card.
8
Western Union
Pinoy Superstar
Agency: Tamra C2/C2 Native
Western Union’s WU Pinoy Superstar was a singing competition for the Filipino diaspora in the GCC. More than 1,500 singers participated, and the final in Dubai was broadcast live on internet television network TFC.
9
BMW Middle East
#30DaysOfJoy
Agency: Serviceplan Middle East
BMW Middle East’s #30DaysOfJoy campaign was about
the pleasure of driving. It featured four short films,
stills and a digital platform
that gave users BMW gifts
and experiences on every day
of Ramadan.
10
Health at Hand
Handy, right?
Agency: RAPP
RAPP’s campaign for Health at Hand spanned social media, radio, web, digital media, print and activation, and was the agency’s first work for the healthcare app.
