Latest news with #ImpactBBDO
Campaign ME
26-06-2025
- Business
- Campaign ME
P&O Ferries, Impact BBDO launch ‘Travel without the travel' campaign
P&O Ferries has launch its latest brand campaign, Travel Without the Travel, in partnership with Impact BBDO, aimed at emotionally re-engaging consumers and expanding market share — particularly among a younger, more adventurous demographic. The new campaign is grounded in the insight that emotional storytelling significantly outperforms rational messaging — by a factor of 2.5 to 1. This evolution moves beyond the functional comparisons of the previous campaign, There Is Another Way, to build deeper affection for sea travel and the unique P&O Ferries experience. Commenting on the strategic thought behind the campaign, Jordan Hewitt, Director of Brand and Marketing at P&O Ferries, said, 'Consumers increasingly tell us that travel frustrations can shape their entire journey. A recent YouGov survey found that 82 per cent of respondents are drawn to travel experiences that let them relax, enjoy quality food and entertainment, move around freely, and even bring their pets – all while getting to their destination.' Hewitt added, 'Our new campaign highlights how travel with P&O Ferries naturally delivers on these needs. We are redefining the journey itself by offering a seamless and enjoyable experience. With a media-first approach, the campaign is designed to connect with a younger audience and show how ferry travel feels less like a journey and more like part of a holiday.' This new direction is steered by a deep understanding of evolving consumer needs and a strategic vision for growth. There is a clear and growing desire for ease, certainty, and genuine enjoyment. This insight presents a significant opportunity to refresh the brand and attract millions of regular travellers who may not otherwise consider ferry travel. Creative approach to the P&O Ferries campaign Through this campaign, P&O Ferries aims to demonstrate how it is uniquely placed to offer a pleasurable travel experience that meets these evolving needs. It's a journey where passengers can leave their worries behind and rediscover what travel can feel like. The core message is clear: P&O travel is feel-good travel, where 'good vibes come as standard.' This approach aims to connect meaningfully with younger audiences, showing them that ferry travel isn't just transport — it's a relaxing part of the holiday itself. Ali Rez, Chief Creative Officer at IMPACT BBDO for the Middle East, North Africa and Pakistan, said, 'In a world saturated with transactional travel offers, we set out to craft an experience-led narrative for P&O Ferries. 'Travel Without the Travel' is not just a tagline; it's an invitation to rediscover the joy of the journey itself.' Rez added, 'Our creative ambition was to evoke genuine emotion and resonate deeply with an audience craving effortless, enjoyable adventures, positioning P&O Ferries as the ultimate choice for mindful travel.' This innovative platform invites people to view travel differently. With P&O Ferries, the journey becomes an integral part of the holiday — not just a means to an end. It suggests you can enjoy all the things you love on land — great food, good company, space to relax, and the ability to bring pets — with spectacular sea views. It fundamentally reframes the travel experience, making it feel effortless and enjoyable. It delivers travel without the stress, offering maximum enjoyment and minimal hassle for all generations seeking easy escapes. Andrew Peacock, General Manager at IMPACT BBDO, added, 'This campaign represents a pivotal moment for P&O Ferries, shifting from a comparative dialogue to a powerful emotional story. Our strategic partnership with P&O Ferries has focused on tapping into a universal desire for stress-free travel, allowing us to build a campaign that will not only attract a new generation of travellers but also re-establish P&O Ferries as the preferred choice for truly enjoyable journeys. It's about building long-term brand affinity, not just short-term transactions.' CREDITS: Client: P&O Ferries Agency: Impact BBDO
Campaign ME
25-06-2025
- Entertainment
- Campaign ME
Impact BBDO's CCO Ali Rez appointed to The One Club International Board
The One Club for Creativity, a non-profit organisation whose mission is to support the global creative community, has appointed Ali Rez, Chief Creative Officer at Impact BBDO in Dubai, to a three-year term on its prestigious International Board of Directors. The One Club for Creativity is home of The One Show, ADC Annual Awards, Art Directors Club of Europe (ADCE) awards, ONE Asia Creative Awards, Type Directors Club and competition, TDC Ascenders, Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE School,ONE Creator Lab, Where Are All The Black People conference and career fair, Portfolio Night, Creative Week, and more. Board members are responsible for providing input and feedback on the club's ongoing global programming, supporting The One Show and ADC Annual Awards in their region, elevating the annual industry benchmark Global Creative Rankings, connecting the club with advertising and design universities and schools, and recommending outstanding candidates to serve as awards judges. Commenting on the board appointment, Rez said, 'I'm very honoured to be joining this fabulous group of thinkers at a very critical point in the global creative industry, and to bring an important perspective from the Middle East region.' Rez currently leads creative output for the Impact BBDO Group across the Middle East, North Africa and Pakistan region, and this year became the Middle East's first Jury President at The One Show, specifically for the Interactive Online & Mobile discipline. One of the most awarded creative leaders in the Middle East, Rez has won more than 1,000 international accolades in his career spanning four continents over 20 years. He has been named Creative Person of the Year four times by Campaign magazine, and led Impact BBDO to 41 different No.1 Regional Agency accolades in the last four years for bringing business success and creative excellence to the Group, and positive impact to social causes. Also joining The One Club International Board is Damon Stapleton, Co-CCO at Droga5 ANZ, part of Accenture Song, based in Auckland.
Campaign ME
24-06-2025
- Business
- Campaign ME
Seven in a row: Impact BBDO wins MENA Network of the Year at Cannes Lions 2025
Following its success at Dubai Lynx Awards 2025, where it was crowned Agency of the Year for the seventh time, Impact BBDO has made history on the global stage, as well, winning the Regional Network of the Year for the Middle East and North Africa region for an unprecedented seventh time in a row. The agency network was awarded a Gold, two Silvers, and two Bronzes over the week at the Cannes Lions International Festival of Creativity. Dani Richa, CEO and Chairman, Impact BBDO, said, 'Winning MENA Regional Network of the Year at Cannes Lions for the seventh consecutive time is truly a first. It's an achievement that brings both a sense of relief and immense pride. We owe this incredible milestone to our amazing clients and our dedicated team.' Leading the haul was the Gold Lion-winning campaign in the Creative Strategy category for AnNahar Newspaper titled The New President, the world's first instance where an AI-generated head of state was actively utilised in government cabinet sessions. Amongst the wins was also a historic first for Jordan: a Silver Lion in the Print and Publications category, a win shared with Impact BBDO for Capital Bank's campaign titled 'Notes on Notes.' The other campaigns that picked up metal included 'Child Wedding Cards' for UN Women, and a long-term Brand Platform entry for AnNahar Newspaper and its strategy of 'Active Journalism' which has been awarded three Grands Prix at Cannes Lions in five years. Ali Rez, Regional Chief Creative Officer at Impact BBDO, said, 'It's wonderful to see so much stellar creative work being recognised from the region – the Middle East is now firmly established as a creative powerhouse globally. We feel immensely proud to lead the region, and for that we are thankful to our incredible brand partners and superb teams who believe in creating the best work in the world.' Impact BBDO's win caps one of the strongest performances by MENA agencies at Cannes Lions, who collectively picked up a total of 32 Lions this year, a notable jump from 22 wins in 2024.
Campaign ME
20-06-2025
- Entertainment
- Campaign ME
UAE says ‘Cannes-Do' to the ‘impossible'; creates conversations on the Croisette
For the second year in a row, the UAE Government Media Office has attracted incredible attention at the Cannes Lions International Festival of Creativity, with several hundred delegates, attendees and passers-by seen raising their phones to scan the QR Code on a massive billboard that read: 'An ad without a logo. There's only one country that would do something that risky.' Positioned perfectly at the busiest entry points within the heart of the Palais, and on the glass façade overlooking the Croisette, these billboards played on the inherent curiosity of the global creative, brand, marketing and advertising industry. Several similar billboards located within the Palais and along the Croisette also drew eyeballs. Campaign Middle East overheard conversations of the 'bold' and 'disuptive' ads from those who stood watching these billboards while waiting patiently in long queues – in the hopes to lay eyes on global celebrities such as Serena Williams, Jimmy Fallon and Reese Witherspoon. Many visitors and attendees at Cannes Lions raised the question about 'what it would be like to work in a country that is daring enough to have billboards that read': 'If ideas don't seem impossible, we're not interested.' 'You didn't get into this business to resize banners. Let's fix that.' 'Where ideas go from 'nice deck' to 'next landmark'.' Commenting on the campaign, Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, said, 'The UAE Government Media Office returned with louder confidence and sharper intent, taking over the Palais and the Croisette with bold, pointed headlines that did more than catch the eye.' He added, 'The strategically placed outdoor and indoor billboards didn't ask for attention. They earned it. But beyond scale or design, it was the tone that turned heads: not promotional, not ceremonial, but culturally fluent. Made for the creative crowd, by a country that now speaks their language fluently.' With an approach that included out-of-home (OOH) static billboards, digital-out-of-home (DOOH) billboards, and indoor billboards, the campaign created in collaboration with Impact BBDO, was also rolled out across some print publications. Furthermore, the campaign also showed up on digital and social channels as a result of user-generated content (UGC) at Cannes Lions 2025. Reacting to the buzz around the campaign, Ghassan Kassabji, CEO Dubai, CGO MENA, Impact BBDO said, 'The UAE didn't just show up at Cannes Lions. It showed the world what it stands for. If ideas don't seem impossible, they're not enough. This was a bold invitation to dream bigger, do more, and do it from the Emirates.' Ali Rez, Chief Creative Officer, Impact BBDO, added, 'We are beyond proud to have the opportunity to create this bold campaign for the UAE, a place which has always inspired us with its vision of making the impossible possible.' That said, Campaign Middle East also spoke to agency leaders who were not involved in the campaign. For instance, Natalie Shardan, Managing Partner, Serviceplan Group Middle East, and a jury member at Cannes Lions 2025, said, 'If there were a Grand Prix for turning the impossible into reality, the UAE would win it hands down.' She added. 'After 20 years of calling this place home, the UAE's relentless ambition – regionally and on the global stage – still leaves me in awe. And, as someone leading an advertising agency, I know bold messages like this don't just inspire – they attract ambitious creative minds who want to turn possibility into action.' This campaign also closed the loop on 'Bring Your Impossible': The platform launched by the Emirates at Cannes Lions 2024. What began as a campaign has since evolved into a narrative that continues to unfold: A narrative that calls on creators, founders and thinkers to go beyond ambition and move into execution. And, this year, that message was not only reinforced on the streets; but also within the Cannes Lions 2025 jury rooms. Khaled AlShehhi was selected as a PR Lions juror marking a quiet shift in how the UAE is showing up at the highest levels of creative influence. 'We didn't come to Cannes to be seen,' AlShehhi said. 'We came to be part of the conversation on the stage, in the jury room, and on the streets. Our message is simple: if you have an impossible idea, you'll find your partner in the Emirates.' The UAE's presence at Cannes Lions 2025 was further boosted by several UAE-based brands, government entities, and agencies that were seen engaging in the form of panels and partnerships throughout the festival. Additionally, FP7 McCann Dubai, Impact BBDO, VML Dubai and LEO Dubai picked up the coveted metal cat trophies at the Cannes Lions Awards 2025, adding credibility to the Emirates on the global creative stage. There's no doubt about it: These ads weren't just seen; they were felt. They didn't promote; they provoked. They didn't sell; they were invited. They didn't follow; they set a standard. 'And the message was clear,' AlShehhi concluded. 'The Emirates are open for ideas as long as those ideas are impossible.'
Campaign ME
18-06-2025
- Business
- Campaign ME
Here's a front row seat of what the industry is talking about at Cannes Lions 2025
Campaign Middle East reports live from Cannes Lions 2025, covering key conversations, exclusive interviews, and on-the-ground insights from industry leaders shaping the future of advertising, media, and marketing. Across the week, our team is speaking with regional and global leaders, attending panel discussions, and spotlighting emerging trends —from purpose-driven creativity to AI-powered campaigns. Here are all the sharp insights, real-time reflections and unfiltered takes from the Croisette. Through Day 1 at Cannes Lions, Campaign Middle East interviewed: Ali Rez, Chief Creative Officer at Impact BBDO Mike Khouri, CEO of Independent Agency of the Year-winning Tactical; Matt Manning, President, dentsu Sports International Aude Gandon, Global Chief Marketing Officer of Nestlé; Tor Myhren, VP of Marketing Communications, Apple helped set the tone for the week; reflecting on the heartfelt keynote presentation, Ali Rez, Chief Creative Officer at Impact BBDO welcomed the focus on creativity, emotion, and storytelling in an increasingly tech-driven industry. He saw it as a strong reminder that human-centric narratives still hold power – even as AI takes center stage. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Tactical's Founder and CEO Mike Khouri reflected on the ongoing push-and-pull between creativity and technology. He emphasised the importance of using tech as an enabler – not a replacement – for original thinking. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Speaking to Campaign Middle East, Matt Manning, President of Dentsu Sports International, discussed the company's latest announcement: officially launching its MENA headquarters in Saudi Arabia as part of its broader global expansion strategy. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Aude Gandon, Global CMO at Nestlé, reflected on her key message from Cannes Lions 2025 which is that creativity is fundamental to driving growth and ROI. She emphasised that creativity is not just a brand-building tool, but a business accelerator. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Through Day 2 at Cannes Lions, Campaign Middle East interviewed: Melissa Hseih Nikolic Director – Product Management, YouTube Ads Reda Raad, Group CEO of TBWA\RAAD Melissa Hseih Nikolic, Director of Product Management at YouTube Ads highlighted the power of open calls and creator partnerships and explained how bringing brands alongside creators helps uncover authentic stories that truly resonate with audiences. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Reda Raad, Group CEO of TBWA\RAAD, reflected on the buzz around AI in the industry. While acknowledging its potential, he cautioned against over-reliance, warning that excessive use risks flattening culture and making creative work look increasingly similar. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Follow our real-time coverage across Campaign Middle East's social media channels. Stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
