3 days ago
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
