Latest news with #HorizonFCB
Campaign ME
a day ago
- Entertainment
- Campaign ME
Lipton, Horizon FCB unveil ‘perfectly balanced' Squid Game-inspired campaign
Lipton, in partnership with Horizon FCB Dubai, has unveiled its Perfectly Balanced Taste campaign inspired by the Netflix thriller television series, Squid Game. The campaign took an integrated online and offline approach with a 'perfectly balanced' mixture of playful social media content coupled with interactive, gamified packaging, mall activations, in-store displays. The goal of the campaign was to introduce Lipton's new Perfectly Balanced Taste to audiences across the Middle East region in a way that feels fresh, playful and deeply connected to local culture. In line with the title of the campaign, Lipton's new tea promises a flavour that's neither too strong nor too light — just the perfect balance. Choosing a platform that would be bold enough to match the client's ambition, Horizon FCB leaned into the Netflix TV show at the 'perfect time' – after Squid Game's third season dropped, and the show garnered more than 190 million viewers. 'It seemed like the perfect opportunity to blend the high-energy thrill of the series with Lipton's message of finding harmony in every cup,' Horizon FCB shared in a statement to Campaign Middle East. How Horizon FCB rolled out the Lipton campaign The campaign kicked off with a two-part social video series featuring Arabic-speaking Korean comedian Wonho Chung. His exaggerated and humorous quest to discover the 'perfectly balanced tea' added an unexpected, light-hearted twist to branded content — an approach that made the campaign stand out in a crowded digital landscape. On TikTok, the team created a branded sound with the catchphrase, 'It's either perfectly balanced taste or nothing.' The accompanying dance challenge encouraged users to recreate the moves, showcasing how a sip of Lipton tea could instantly transform their mood and elevate the experience. Limited-edition packs introduced a scannable code that unlocked a retro-style side-scroller game, offering players a chance to win a dream trip to Lipton's tea gardens in Sri Lanka. In addition to this, mall activations, in-store displays and e-commerce touchpoints created an omnichannel experience, guiding consumers from awareness to purchase. All in all, the campaign aimed to prove that a perfectly balanced cup of tea can help even advertising rise above the noise of a competitive market and take audiences on a memorable journey. CREDITS: Client: Lipton Consumer Marketing Lead: Arindam Saha Brand Manager: Nada Hassaballah Brand Manager: Maha Malik Agency: Horizon FCB Credits Chief Executive Officer: Mazen Jawad Managing Director: Reham Mufleh Executive Creative Director: Mohamed Bareche Associate Creative Directors: Bassam Ehab, Ahmed Samir Head of Production: Mariam Adel Awad Production House: Vivid Studios Directors: Abdelrahman Yousry, Magdy Kishk
Campaign ME
07-07-2025
- Business
- Campaign ME
Alex Pineda joins Horizon FCB Dubai as Chief Creative Officer
Horizon FCB Dubai has named Alex Pineda as its new Chief Creative Officer. The appointment comes as Horizon FCB sharpens its focus on delivering work that combines creativity fueled by data and technology to build brands that endure. With more than 20 years of work experience in the Middle East, Europe and Latin America, Pineda has been helping brands in the UAE, Saudi Arabia and the rest of the region stand out, stay relevant and deliver results. His track record includes work in different industries like QSR, automotive, banking, FMCG, tourism, real estate, and public sector amongst many others. Furthermore, major global creative festivals, including Cannes Lions, D&AD, One Show, Clio, LIA, Loeries, Effies, and WARC, as well as regional festivals like Dubai Lynx and Eurobest have recognised his work. Beyond the awards Horizon FCB Dubai claims it's his creative belief system that sets him apart. 'At Horizon FCB, our philosophy is that creativity is 'Never Finished'. We are always evolving, always pushing boundaries, and always looking for ideas that drive the economic multiplier to our Clients,' said Reham Mufleh, Managing Director at Horizon FCB Dubai. 'Alex embodies this mindset perfectly. His experience across markets, his passion for transformative ideas, and his commitment to nurturing talent make him the right creative leader for where we are headed,' she added. The agency claims Pineda sees creativity as a tool for economic and cultural progress. He leads with kindness, teaches with passion, and always brings humanity into the work. On his appointment he said: 'I found Horizon FCB's project extremely interesting. We share the same creative and business values, and after discovering Reham's long-term plan, coming back to Dubai was a no brainer.' 'If you check the status of today's global creativity, clearly FCB comes out as the hottest network, with impressive work from offices like Chicago, New York, India, New Zealand,' he said. 'Our goal is for Dubai to enter the party. We have the talent, the clients, and most importantly, the inner passion to make it happen'. Finally, besides his professional drive, Pineda writes and draws his own comic books series, loves football, cooking and shares his home with two pet rabbits.
Campaign ME
06-03-2025
- Business
- Campaign ME
Barn's coffee chain appoints Horizon FCB Saudi as lead agency
Saudi Arabia-based coffee chain Barn's has chosen Horizon FCB Saudi as its lead agency. Horizon FCB Saudi will collaborate with Barn's on all strategic initiatives, creative development, social media efforts, and paid media campaigns, strengthening the brand's position as one of the Kingdom's most beloved and pioneering coffee chains. Through this partnership, Horizon FCB Saudi Arabia will focus on delivering innovative and impactful campaigns that bolster Barn's status as a top local brand within Saudi Arabia's rapidly growing coffee culture. The agency will lead strategic social media initiatives, create engaging content, and establish meaningful consumer connections through high-profile collaborations, including Barn's sponsorship of Esports World Cup champions, Team Falcons. Tony Rouhana, VP of Horizon FCB Saudi Arabia, commented on the partnership: 'We're excited to team up with Barn's, a brand that shares our passion for creativity, authenticity, and forward-thinking.' Rouhana added, 'With more than 30 years of heritage in Saudi Arabia, Barn's has built an enduring legacy. We look forward to helping take the brand to new heights and creating work that achieves the desired 'economic multiplier'.' Since its inception in 1992, Barn's has set the standard for premium coffee experiences, expanding to more than 800 locations across Saudi Arabia and beyond. With Horizon FCB's expertise in creative storytelling, integrated marketing, and digital capabilities, this partnership aims to deliver bold and effective campaigns that further solidify Barn's leadership in the competitive retail coffee and food industry. This appointment also marks a significant milestone in Horizon FCB Saudi Arabia's continued growth and its commitment to delivering culturally relevant, results-driven marketing solutions.
Campaign ME
27-02-2025
- Health
- Campaign ME
Centrum brings ‘Wellness to Life' with 850+ vitamin tests at Dubai Marathon 2025
Centrum has revealed details about its immersive Wellness Hub activation at the recent Dubai Marathon 2025. The activation offered runners a meaningful experience in recovery, nutrition and peak performance to communicate a message of wellness, endurance and self-care. Conceptualised and designed by Horizon FCB, Centrum's booth at the Dubai Marathon became an engaging hub for wellness-themed activations that reflected the brand's dedication to helping participants prepare for and recover from the race. Showcasing the brand's commitment to personalised wellness support, under the theme of being a 'Wellness Partner', a key highlight of the activation was Centrum's vitamin testing, where runners used Vitastiq technology to assess their vitamin data. The booth also featured warm-up sessions led by a fitness influencer to energise runners before the race, and a recovery zone that offered a dedicated space to cool down after the marathon. Runners were also offered the opportunity to create personalised 'I Run For…' T-shirts that reflected their unique health goals, The Centrum campaign also found ways to interact meaningfully with runners every step of the way. Before the run, Centrum geo-targeted those using Careem to get to the Dubai Marathon 2025 through digital banners. During the run, the brand sent motivational messages to runners using the Huawei fitness app users across Android devices. Runners who completed the 2025 Dubai Marathon were then offered 50 per cent off Centrum on Amazon. The campaign video created by Horizon FCB Dubai highlighted how even 56 per cent of athletes are vitamin deficient, despite a world where taking vitamins has become a part of daily life. The activation showcased how vitamin deficiencies could lead to fatigue and potential injuries. More than 850 vitamin tests were conducted. The overall campaign garnered more than 3.6 million impressions. Through the activation, Centrum connected with a fitness-focused audience at the Dubai Marathon, which brought together more than 12,000 runners from more than 100 nationalities. 'The Dubai Marathon was a great opportunity to engage with a health-conscious audience, aligning with Centrum's vision to elevate everyday lives. We're proud to have created this activation that stood out and captured the spirit of the event,' said Farouk Haber, Group Account Director, Horizon FCB. The collaboration brought to life Centrum's mission of supporting individuals' health journeys and inspiring marathon participants to prioritise their well-being.
