The Work Archives - Campaign Middle East

KFC brings Baloot to the brand table with ZAT Baloot

Ishwari Khatu — Thu, 10 Sep 2026 14:32:07 +0000

For many in Saudi Arabia, Baloot is more than a card game. It is a social ritual, with its own language, rivalries and familiar characters that come together around the table. KFC Arabia, operated by Americana Restaurants in Saudi Arabia, is tapping into that culture with a new campaign developed with TBWA\RAAD and ZAT Baloot, […]

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Emirati Women’s Day: Al-Futtaim Lexus celebrates detours along path to progress

Anup Oommen — Thu, 10 Sep 2026 14:30:13 +0000

For Emirati Women’s Day, which in 2026 is a month-long celebration, Al-Futtaim Lexus has launched a campaign running from 28 August to 28 September, which moves beyond conventional celebratory messages to tell a story grounded in the lived experiences of Emirati women today. The campaign centres on the idea that progress is not always linear. There […]

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The Optical Club unveils دايم للوطن، دايم كذا Saudi National Day campaign

Anup Oommen — Wed, 09 Sep 2026 10:40:41 +0000

Saudi eyewear brand, Optical Club, has revealed details about its دايم للوطن، دايم كذا (Always Proud. Always for the Nation) campaign to celebrate Saudi National Day 2026. One of the most crowded discount moments of the retail year, Saudi National Day usually witnesses every brand go bigger with a louder promotion, a new deal or a […]

The post The Optical Club unveils دايم للوطن، دايم كذا Saudi National Day campaign appeared first on Campaign Middle East.

How Afia Arabia turned the World Cup into a 42-million-view food tournament

Anup Oommen — Wed, 09 Sep 2026 10:35:12 +0000

Every World Cup creates a second competition away from the pitch. As national teams fight for progression, brands fight for association. Sponsors activate global rights, advertisers recruit football stars, creators fill social feeds and companies search for some credible way to attach themselves to the cultural moment. Against that backdrop, a cooking-oil brand might not […]

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Energy solutions provider Ducab reveals brand recognition campaign

Anup Oommen — Wed, 09 Sep 2026 09:19:10 +0000

Ducab has launched its latest campaign, which shifts the perception of the brand far beyond a UAE-based cable manufacturers to showcase it as a dependable, proven and expansive energy solutions provider. The campaign, which was brought to life in partnership with Saatchi & Saatchi Middle East, was rolled out across outdoor billboards during the Middle […]

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“?yub ew dna lles uoy fi tahW”: Saudi’s IKEA Alsulaiman makes you look twice to fix its Buyback Service in your memory

Anup Oommen — Tue, 08 Sep 2026 03:55:47 +0000

Saudi Arabia’s IKEA Alsulaiman, the official franchise holder for IKEA in Saudi Arabia and Bahrain, has flipped the script on its head with “Reverse Shop“, a launch campaign for the brand’s new Buyback Service in Saudi Arabia. Simply put, it’s a campaign designed to make people look twice at what’s on offer. IKEA Alsulaiman’s new […]

The post “?yub ew dna lles uoy fi tahW”: Saudi’s IKEA Alsulaiman makes you look twice to fix its Buyback Service in your memory appeared first on Campaign Middle East.

Starbucks turns handwritten names into a message of togetherness

Ishwari Khatu — Fri, 04 Sep 2026 13:33:26 +0000

When tensions rose across the region, Starbucks wanted to address the UAE with a message of solidarity, taking a human-focused approach rather than a product-led one. IMPACT BBDO was tasked with the brief to create a communication to show solidarity with the country and its people at a moment that called for reassurance, not selling. […]

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Egyptian brand, ASH introduces its first chapter with an immersive launch

Hiba Faisal — Fri, 04 Sep 2026 08:24:10 +0000

For its debut, ASH wanted to do more than unveil a new menswear collection. The brand set out to introduce its world – one built around craftsmanship, authenticity and quiet confidence – through an experience that reflected the understated luxury of its positioning. Held at La Plage by La Maison Ani on Egypt’s North Coast, […]

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Tabby unveils new brand identity, created in collab with Ragged Edge

Anup Oommen — Thu, 03 Sep 2026 08:57:42 +0000

Tabby, a financial services app in the Middle East, has unveiled its new brand identity created in collaboration with London-based agency Ragged Edge. The rebrand marks Tabby’s evolution from a way to pay into a complete money app, built around a single idea –reclaiming power over money. Founded in 2019, Tabby began by giving people […]

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Standard Chartered, LivingRoom celebrate Emirati women’s signatures as milestones

Anup Oommen — Tue, 01 Sep 2026 12:15:55 +0000

Standard Chartered Bank UAE is celebrating Emirati Women’s Month with “Her Signature,” a campaign built around a single idea: that authority is never handed – it has to be built, proven and claimed, one signature at a time. The campaign successfully responds to a simple brief – recognize the Emirati women and the moments that […]

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