1 
Sayidaty
#FrontRow
Media partner: Twitter
One of three live shows produced by media partners on Twitter (as well as #HawanahZein and #YallaGoal), the Arabic series kept viewers informed of what was happening at the major fashion weeks of the season. #FrontRow streamed 10-minute segments covering events in New York, London, Milan and Paris.
2
Durex Arabia
No one has to know
Agency: Havas
A video on Durex Arabia’s social channels plays on the awkwardness associated with buying condoms, and showed how Durex can be bought anonymously through online retailer Souq.com. The packaging is “momproof”, “receptionistproof” and “neighbourproof”.
3
Panadol
Virtual pain killers
Agency: Grey Dubai
On a low budget, Panadol searched for tweets that expressed the pain of losing during the World Cup, then replied to them individually with comforting words and a link to gift vouchers for humble treats such as massages or cinema tickets.
4
KFC
Buckets of Joy
Agency: Edelman
For UAE National Day, KFC converted its bucket meals into interactive augmented reality experiences. A virtual story could be played out through a smartphone screen, on the canvas of the bucket itself.
5
World Food Programme
Food for thought
Agency: Cheil KSA
Cheil KSA encouraged food bloggers to share thought-provoking visuals to raise awareness and increase public engagement with global hunger.
6
Centrepoint
Spacesuit
Agency: Impact BBDO
Fashion store Centrepoint asked students in the UAE and Saudi Arabia to submit designs for a space fashion collection. The winner was Malika Akhmedova, a first-year student from the College of Fashion and Design in Dubai.
7
Mr Usta
Do it right
Director: Michael Fillon, Spaceplum
“We created characters
alluding to be real-life companies and set up their websites and social media pages and launched their video ads,” said Mr Usta CMO Anis Sahyoun. Each character tackles a pain point. Meet Mister Overprice, Mister Maybe and Miss Clueless, for example.
8
UNHCR
#HandInHand
Agency: Y&R Dubai
UNHCR’s Ramadan
campaign sought to raise awareness around the
pressing needs of refugee families. Videos shared on
social media conveyed a message of standing together and leaving no one behind.
9
Abu Dhabi Motors
#BMWInstahunt
Agency: Grey Dubai
Using traditional Ramadan ‘fawazeers’ (riddles), Grey Dubai launched #BMWInstaHunt, asking users to crack clues and find cars hidden on Instagram. A winner each week during Ramadan won a spot at a BMW track day event.
10
Emaar
#EmaarGoldenHome
Technology partner: Twitter
Property developer Emaar’s World Cup campaign followed the format of the competition, with a pre-group teaser stage around a Twitter poll, a collaboration with Italian footballer Alessandro Del Piero, and then a call for photos. People who tagged themselves, their friends or their family enjoying football stood a chance to win a luxury apartment at the end of the tournament.
