Campaign Middle East's Work picks from June
These are the picks from June – featuring work from The LEGO Group, dubizzle, NYX Professional Makeup, Himalaya and L'Oréal Paris.
The LEGO Group: Build It With Him
This Father's Day, the LEGO Group inspired families across the UAE to rethink gifting traditions with this regionally tailored campaign – a creative call to action that invited parents and children to connect through the joy of LEGO play. The campaign was developed in collaboration with Publicis Middle East, which led on creative, and MSL Middle East, which led on strategy, insights and earned amplification. The work ran across the LEGO Group's social channels and an in-store activation at the LEGO Store at Mall of The Emirates.
Agencies: Publicis Middle East; MSL Middle East
Dubizzle: Everyone Is On dubizzle
To celebrate its 20th anniversary, dubizzle launched a witty two-part campaign that champions the platform's status in the UAE's property and car marketplaces. Rolled out across a full 360-degree marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture.
Apart from making audiences laugh, the anniversary campaign is also meant to highlight the platform's legacy and role in people's lives across two decades. Leaning heavily into brand rather than performance, the campaign has been rolled out across digital, social, radio, PR, video, platform assets and out-of-home (OOH) channels.
Agency: Born28
NYX Professional Makeup: The Face Glue
This out-of-home (OOH) takeover of Dubai features a star from the Dubai Bling reality television show in Dubai: Safa Siddiqui. The takeover was inspired by a comment left by a user on the initial OOH installment: 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' One fan's cheeky remark became the spark for a citywide takeover. The campaign also includes a reality TV format digital-first installment which features Love is Blind Habibi cast member Dounia Al Ibrahim. Combined with influencer partnerships on social media, the campaign gained more than 200 million impressions across the Middle East.
Agencies: Brandizer, Wavemaker, Hypermedia – a subsidiary of W Group Holding, and Qraft
Himalaya: We Know Pimples
Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles such as 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach.
The campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience, and without forcing the brand into unfamiliar territory.
Agency: Amber Communications Production house: Company Films
L'Oréal Paris: Sit Al Bait
This campaign builds on L'Oréal's long-standing commitment to women's empowerment – while challenging the language that continues to shape female identity in the region. The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. The hero film features actresses Yasmine Sabri and Aseel Omran, standing shoulder-to-shoulder with women across the region.
They take to the streets, displaying the power of words, including two missing Arabic letters, 'al' that transform the meaning of the words 'sit bait' (housewife) into 'sit al bait' (woman of the house), rewriting the narrative, and restoring value to the unseen labour of women.
Agency FP7 McCann Dubai, McCann Paris, Current Global MENAT
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Campaign Middle East's Work picks from June
Every month, Campaign Middle East selects a collection of 'Work' to display in its monthly issue. The same selection then gets offered to industry professionals for their review in Campaign's Private View section for the following month. These are the picks from June – featuring work from The LEGO Group, dubizzle, NYX Professional Makeup, Himalaya and L'Oréal Paris. The LEGO Group: Build It With Him This Father's Day, the LEGO Group inspired families across the UAE to rethink gifting traditions with this regionally tailored campaign – a creative call to action that invited parents and children to connect through the joy of LEGO play. The campaign was developed in collaboration with Publicis Middle East, which led on creative, and MSL Middle East, which led on strategy, insights and earned amplification. The work ran across the LEGO Group's social channels and an in-store activation at the LEGO Store at Mall of The Emirates. Agencies: Publicis Middle East; MSL Middle East Dubizzle: Everyone Is On dubizzle To celebrate its 20th anniversary, dubizzle launched a witty two-part campaign that champions the platform's status in the UAE's property and car marketplaces. Rolled out across a full 360-degree marketing push, the campaign features two humour-laced films that bring to life a familiar scenario: the struggle to buy or sell – until dubizzle enters the picture. Apart from making audiences laugh, the anniversary campaign is also meant to highlight the platform's legacy and role in people's lives across two decades. Leaning heavily into brand rather than performance, the campaign has been rolled out across digital, social, radio, PR, video, platform assets and out-of-home (OOH) channels. Agency: Born28 NYX Professional Makeup: The Face Glue This out-of-home (OOH) takeover of Dubai features a star from the Dubai Bling reality television show in Dubai: Safa Siddiqui. The takeover was inspired by a comment left by a user on the initial OOH installment: 'Safa, a billboard isn't enough. I want that entire road stamped with you, that's when I know I'm in Dubai.' One fan's cheeky remark became the spark for a citywide takeover. The campaign also includes a reality TV format digital-first installment which features Love is Blind Habibi cast member Dounia Al Ibrahim. Combined with influencer partnerships on social media, the campaign gained more than 200 million impressions across the Middle East. Agencies: Brandizer, Wavemaker, Hypermedia – a subsidiary of W Group Holding, and Qraft Himalaya: We Know Pimples Himalaya Neem Face Wash, a staple in the skincare routines of young consumers across the region, is shifting gears in its latest campaign to speak more directly to Generation Alpha. The campaign's creative tone is deliberately understated, using humour and familiarity rather than a heavy-handed sales message. Spot titles such as 'The GOAT of pimple-free skin is here for the win!' and 'Now unboxing: Main Character Energy!' reflect this light-touch approach. The campaign aims to maintain the brand's presence among new skincare users without overplaying its legacy or talking down to its audience, and without forcing the brand into unfamiliar territory. Agency: Amber Communications Production house: Company Films L'Oréal Paris: Sit Al Bait This campaign builds on L'Oréal's long-standing commitment to women's empowerment – while challenging the language that continues to shape female identity in the region. The campaign's out-of-home presence debuted in Beirut, with upcoming rollouts in Riyadh, Dubai, and across the region. The hero film features actresses Yasmine Sabri and Aseel Omran, standing shoulder-to-shoulder with women across the region. They take to the streets, displaying the power of words, including two missing Arabic letters, 'al' that transform the meaning of the words 'sit bait' (housewife) into 'sit al bait' (woman of the house), rewriting the narrative, and restoring value to the unseen labour of women. Agency FP7 McCann Dubai, McCann Paris, Current Global MENAT
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Rooms This month, turn our cozy rooms into your family's personal oasis. Stay in, unwind, and make the most of every second together! Book your next family getaway for on our website with the best rate at Radisson Resort Ras Al Khaimah, Marjan Island starting at AED 400 plus taxes for 2 adults and 2 kids. Radisson Resort Ras Al Khaimah Marjan Island enables kids to have fun-filled activities for an exciting holiday of learning and fun while the parents have a stress free and relaxing staycation. The resort offers plenty of activities for the families. Kids Activities and Entertainment Our Kids' Club is buzzing with exciting activities this month. Kids enjoy from Bear Mascot shows, Clown shows, drawing, painting, PlayStation, Lego and disco nights. Kids can also blow off steam at the lifeguarded kids' pool, playing on the waterslides. Wellness and Activities Ready to break a sweat? Let's level up together with our new sports activities at the beach and pool. Choose from Yoga, Zumba, Water Aerobics, Water Polo to Volleyball classes. Ask our Front Office team for the full program schedule. Watersports Families can get to enjoy a complementary of ten minutes on non-motorized water sports at the beach like stand-up paddle board, kayak and pidalo. Families can also play a game of volleyball at the beach. The Radisson Resort Ras Al Khaimah Marjan Island offers direct access to the beach, spectacular views of the surrounding blue waters, and plenty of on-site entertainment. Enjoy your perfect beach getaway in one of our stylish rooms overlooking the beach or the island and make use of our premium facilities, such as six different dining options, outdoor pools, designated kid's pool and play area, and a rejuvenating spa. Location: Radisson Resort Ras Al Khaimah, Marjan Island, Marjan Island, Ras Al Khaimah For more information, please call +971 7 204 9000 Email: [email protected] Read more about the hotel, on the hotel Website
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F1 drivers given trophies made of LEGO at British GP
The top three finishers in Sunday's British Formula One Grand Prix were rewarded for their efforts with trophies made of LEGO toy bricks, a novelty appreciated by some more than others. The trophies are part of a multi-year partnership between LEGO and Formula One that has already put drivers in a fleet of 10 brick-built cars for a pre-race parade at the Miami Grand Prix, a moment that went viral. "How does it feel after 15 years of F1 to get a podium (trophy) that's made out of LEGO that you can just pull apart?," McLaren's runner-up Oscar Piastri asked Sauber's Nico Hulkenberg, on the podium for the first time after 239 starts. "It's just made out of LEGO that you can pull apart and probably buy next week," explained the Australian teasingly. "I love LEGO. It's good. My daughter can play with it too. You've always got to see the bright side," replied the German. "But, you know, a bit of silver or gold would have been nice too, but I won't complain." Sunday's race marked 75 years of the championship at the Silverstone circuit where it started in 1950 and the winner's gold-adorned LEGO trophy, modelled on the real RAC golden trophy, is made of 2,717 bricks. It weighs more than 2 kg and is more than 59 cm high and, contrary to Piastri's assertion, cannot be bought as a kit. The second and third-placed trophies were white with red and blue detailing respectively, while the constructors' was dark blue and gold. "We wanted to create something very special because it's the 75th anniversary," LEGO's chief product and marketing officer Julia Goldin said. The blocks are stuck together with glue, and took seven builders 210 hours to create in Denmark. NEW AUDIENCES Formula One is reaching out to a new demographic, and particularly a younger audience, with considerable success and has found partners in previously untapped areas. That includes deals with Mattel's Hot Wheels toy cars, a 2026 collaboration with Disney's Mickey & Friends and LEGO announced last year. Emily Prazer, Formula One's chief commercial officer, rejected any suggestion of the sport "dumbing down" and said the strategy was to make brands more accessible and reach out to those who may never go to a race. "LEGO puts us in nearly every shopping mall in the world," she said. "Disney helps us appeal to the next generation of fans. Hot Wheels and Mattel allow for kids to actually play with the cars at home." Goldin said LEGO also appealed to more and more adults and had products that were intriguing to people with all kinds of interests. "The same is happening with F1 and there is a real benefit of how the sport is able to engage different people with different interests and different elements of the sport," she said. "We are not just trying to turn the sport into a toy but actually trying to help the fans to experience the best."
