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Campaign ME
20-05-2025
- Business
- Campaign ME
Campaign Middle East launches Arabic website
Campaign Middle East has officially launched its Arabic-language website, expanding its digital offering to better serve audiences across the region. The move follows the release of Campaign Middle East's first bilingual print edition – the Saudi Arabia Report, published in April – which introduced Arabic-language editorial alongside regular English coverage. Building on that milestone, the new Arabic website aims to make regional thought leadership more accessible, inclusive and locally relevant. The site currently features original Arabic contributions from senior industry figures including MMS' Ahmed Sahhaf, GroupM's Amer El Hajj, Sifr's Amr Mergawi, Dentsu Creative's Faisal Aldakheel, Digitect's Faisal Ali Aliesawi, The Bold Group's Majdi Ghraizi, Aleph International's Rabih El Amine, Alafak's Rabih Houry, FOAJ Group's Rayan Altuaymi, Abu Dhabi Media's Rashid Humaid Al Qubaisi, and Omnicom Media Group's Ziad Sukkarieh. 'Campaign's Arabic website launch demonstrates our commitment to the MENA region for an increased online presence, ultimately driving local business growth and success stories,' said Nadeem Quraishi, Publishing Director, Campaign Middle East. He added: 'The Arabic website will be beneficial for our local audience as it's primarily the official language in many MENA countries. It helps us spotlight some amazing work done by local agencies and home-grown brands, along with their cultural insights.' 'Campaign Middle East now plans to reach a larger audience in new Arabic-speaking markets, thus giving a higher exposure and engagement to all our advertisers and partners,' Quraishi said. 'The Arabic website is one of the expansion plans we have for the Campaign brand in the Middle East, with many more such initiatives to follow.' Campaign Middle East Editor Anup Oommen commented: 'The brand, marketing, advertising and creative industry in the Middle East has spoken, and we have listened. Over the past few months, several leaders have spoken to us – on podcasts, panels, interviews and industry forums – about the need to localise content, make conversations inclusive and ensure that thought leadership resonates with wider Arabic audiences in the region.' 'We began by being a mouthpiece for these leaders and, now, we've decided to put their advice into practice ourselves,' he said. 'For the first time, Campaign Middle East has decided to publish content in Arabic online – offering leaders who think in Arabic the opportunity to inform, educate and inspire regional audiences in Arabic, while retaining thought leadership in English.' Campaign's Arabic site can be accessed at or via the العربية option on the main site navigation. The platform is now accepting Arabic-language thought leadership for publication online and across its social channels.
Campaign ME
05-05-2025
- Entertainment
- Campaign ME
Here's Campaign Middle East's Saudi ‘Work' picks
Campaign Middle East features an annual double-page spread of selected Work from the Kingdom in its Saudi Arabia Report. Here is the 2025 round-up of some 'made-for-KSA, by-KSA' campaigns, featuring Saudi work from Riyadh Season, Rexona Arabia and the Saudi Arabian Football Federation, HungerStation, Foodics, Budget Saudi, Beyond ONE – Virgin Mobile KSA, Disney+ MENA, Golden Chicken, AROYA Cruises and Abdul Latif Jameel Motors Toyota. The Last Crescendo – Riyadh Season Agency: BigTime Creative Shop This cinematic film aims to capture the drama of the highly anticipated rematch between light-heavyweight boxers Artur Beterbiev and Dmitry Bivol. Set in a grand European opera house, The Last Crescendo tells the story of the two boxers through three dramatic acts. Directed by Alan Masferrer and shot over four days in Serbia, the film blends the art of opera with the raw drama of boxing. The soundtrack, composed by Philip Kay, was written specifically for the film, adding another layer of emotional depth. Quit Screens To Scenes – Budget Saudi Agency: FP7 McCann Saudi To redefine how people celebrate special moments, Budget Saudi launched a campaign to encourage Saudi audiences to take virtual expressions of celebration into reality. The campaign invited consumers to share details on special moments, whether a birthday, promotion or a personal achievement. Those who celebrated online were brought together by Budget for a real-world celebration supported by emoji-style hearts, claps and confetti. The car rental company also leveraged influencer Abdulaziz Bakr, someone who is typically only seen on a screen, to the activation in an effort to foster a deeper sense of community beyond the screen. We're Coming – Rexona Arabia x Saudi Arabian Football Federation Agency: ‿and us To celebrate the unstoppable determination of the Saudi Arabia Women's National Football Team, this campaign showcases the team's grit, resilience and relentless pursuit of their goals as they continue to break boundaries and inspire a new generation of athletes in the Kingdom. Narrated through the voices of young girls who dream of a future in football along with the National Team themselves, the campaign underscores a collective vision: the Saudi Women's National Team is not stopping until they achieve whatever they set out to achieve. Social Feed – HungerStation Agency: VML Dubai HungerStation introduced Social Feed – an AI-powered feature that allows users to turn any food post on social media into an orderable dish. The campaign taps into changing consumer behaviours, particularly the influence of social media on food choices. It also builds on HungerStation's ongoing efforts to rethink how users engage with food delivery. By blending social media habits with ordering, HungerStation created a platform where food seen online is now part of its menu. 10 Years – Foodics Agency: Foodies Block The cloud-based restaurant management tech and payments platform celebrated 10 years through this campaign by prompting audiences towards nostalgic moments with reflections on how restaurants operated 10 years ago. 'Remember when paper was used to take orders?'; 'remember waiting in long lines just to place an order?'; 'remember paying in cash and struggling to find spare change?' With a teaser reel followed by a brand video and four short-form social media videos, which were amplified through Saudi influencers, Foodics organically gathered more than 3.2 million impressions within the first week of the campaign's launch. Switch – Beyond ONE Group – Virgin Mobile KSA Agency: Swing This relatable integrated campaign promotes Virgin Mobile KSA's Switch Postpaid Plan by drawing inspiration from the daily inefficiencies that have consumers overpaying for underused experiences. The brand took a comedic route to bring its brand values of heartfelt service, delightful surprise, smart disruption and insatiable curiosity to life. Three hero films served as the centrepiece for the campaign, accompanied by a media mix of social media, digital-out-of-home, digital platforms and point-of-sale placements to ensure maximum visibility and impact. The Curse of Anything – Golden Chicken Agency: Tarek Nour Saudi Arabia This campaign taps into the universal problem of deciding what's for dinner, and the most common response to that question from friends, colleagues, and family: 'Anything!' While it might seem like a straightforward answer, the response frequently leads to a stressful and overwhelming decision-making process, especially for young mothers and busy individuals. To address this, Golden Chicken positions its products as a solution, simplifying the decision and providing the perfect meal solution. Watch and Live The Stories – Disney+ MENA Agency: Science & Sunshine To tie together Saudi storytelling with iconic entertainment options available on the streaming platform, Disney+ MENA released three short videos on its Disney+ Saudi Arabia Instagram account, inviting audiences to showcase how mainstream entertainment becomes a part of everyday Saudi households. Picking from six of its top performing content offerings, the campaign showcases fine-dining kabsa inspired by Disney's Ratatouille and FX's The Bear, Wolverine-inspired toothbrush claws, and a father singing beloved Disney tunes. From dallah coffee pitchers and folded ghutras by the door, every scene hints at how the streaming platform is immersed in Saudi culture and households. Toyota Reclaims Toyota – Abdul Latif Jameel Motors Toyota Agency: Serviceplan Experience To address a digital challenge in Saudi Arabia, where local consumers commonly search for their vehicles using informal Arabic nicknames (terms the company's official website couldn't use), Abdul Latif Jameel Motors Toyota leveraged off-page SEO techniques to turn a technical obstacle into a creative breakthrough. Serviceplan Experience developed an off-page SEO strategy that placed the informal nicknames into backlinks and anchor tags. Collaborating with trusted publishers and bloggers, the team ensured these high-volume terms linked back to Abdul Latif Jameel Motors Toyota's website. Yalla, AROYA Cruises – AROYA Cruises Agency: Social Clinic Former Real Madrid football star Cristiano Ronaldo, who now plays for Saudi football club Al-Nassr FC, has been spotted in a new advertising campaign, alongside his partner Georgina Rodríguez, for AROYA Cruises, the cruise line owned by Cruise Saudi, a PIF-funded company. The campaign took a cinematic, playful approach – offering a glimpse into how Ronaldo and Rodríguez turn a regular day at home into a spark of cruise excitement. To see the print version of the Saudi Work section, check out page 16-17 here.
