Latest from Campaign ME
Campaign ME
2 days ago
- Business
- Campaign ME
Campaign MENA Mixer at Cannes
Campaign Middle East hosted more than 50 marketers and industry leaders at its first ever Cannes MENA Mixer at the 72nd Cannes Lions International Festival of Creativity this June. Powered by Motivate Media Group and hosted in partnership with The Vantage and Hearst Global Solutions at the Campaign House at the Hilton Canopy, the casual get-together gave industry leaders a chance to come together and connect during the busy Cannes week. When: 18/06/2025 5:00 PM Where: The Lounge Retreat, Campaign House at Canopy by Hilton Cannes (location link) For sponsorship opportunities and for event tickets details, please email Tarun Gangwani at [email protected] or call 052 1466150
Campaign ME
2 days ago
- Business
- Campaign ME
Marketing Society GCC Awards 2025 winners announced
The Marketing Society announced the winners of its 2025 GCC Awards on Tuesday, 24 June, with the regional marketing community gathering at Atlantis, The Palm to recognise work that delivered impact, effectiveness and innovation. Now in its third year, the GCC edition of the Marketing Society's global awards programme has become a regular fixture in the region's industry calendar. Originally launched in the UK in 1985, the awards continue to highlight standout work from across the marketing spectrum. This year's ceremony introduced three new categories – Best Use of Media, Best B2B Campaign and Best Team – reflecting the continued diversification of marketing roles and approaches across the region. Entries were assessed by a judging panel of senior client-side marketers. Alasdair Hall-Jones, Global Director of The Marketing Society, said: 'The GCC continues to impress us with its bold and innovative marketing landscape. Our Awards are not just about recognising great campaigns, they're about celebrating the people, teams, and ideas shaping the future of our industry. Award-winning work inspires others to raise their game and help build the stories that showcase marketing's positive impact on business. Each year, the calibre of entries reminds us why this region is one of the most dynamic hubs for marketers in the world and growing in importance globally.' Procter & Gamble, Union Coop and Havas Middle East were awarded in Brand Communication for Pampers – Joy Has Come Early, while Mashreq took the Brand Evolution category for its Climb2Change initiative. Miral Destinations won in Customer Experience and Engagement for its Yas Annual Pass campaign, and The Regeneration Journey – Red Sea Development, by Red Sea Global and Bloomberg Media Studios, earned the Sustainability title. The Madagascar National Tourism Board and Whereisthis were double winners, taking both Best Use of Media and Successful and Effective Partnerships for Madagascar Uncharted | Beyond the Baobabs. In the B2B category, IBM and Weber Shandwick MENAT were recognised for The CEO's Guide to Generative AI. Al Masaood Group, MSL Group and Publicis were named Best Team for Al Masaood Marketeers – The Makers of Results. The 2025 Marketing Society GCC Awards aim to recognise marketing work that delivers both creative strength and measurable business outcomes, offering a regional platform for industry benchmarking and peer recognition.
Campaign ME
2 days ago
- Entertainment
- Campaign ME
Viu launches new Arabic reality special ‘The Big Bang Birthday'
Viu has premiered a new Arabic Viu Original reality special, The Big Bang Birthday, which began streaming on 23 June across the MENA region. The one-off special is the latest in Viu's ongoing investment in locally rooted content and follows the success of 2023's We Wed (ليلة العمر). Set and filmed in Abu Dhabi, the programme follows four prominent Arab influencers as they plan a surprise birthday celebration for digital creator Hadeel Marei. Known for her outspoken humour and expressive style, Marei has amassed over two million Instagram followers and a strong regional following across Egypt and the Gulf. The cast includes Saudi content creator Amy Roko, Syrian lifestyle influencer Dana Halabi, Saudi rapper Jara and Sudanese beauty creator Yussra Youssif. The show explores the group dynamic as they organise the celebration, offering viewers a candid look at female friendships and cultural identity through the lens of a weekend-long surprise. Shot across recognisable Abu Dhabi locations — including Ferrari World, teamLab Phenomena Abu Dhabi, the Mangrove National Park and the Abu Dhabi Souk — the show blends travel, lifestyle and unscripted reality formats. The special culminates in a final surprise moment revealed to Marei during the celebration. Directed by Lebanese filmmaker and university lecturer Farah Alameh, the production adopts a documentary-inspired visual style with cinematic elements. A private screening was held ahead of the launch at VOX Cinemas, Yas Mall. Samer Majzoub, General Manager of Viu MENA, said the project reflects the platform's commitment to Arabic-language productions and culturally relevant storytelling: 'The authentic emotion and relatable production style of this female-led special connect us to the cultural heartbeat of Saudi Arabia, the UAE and the wider region.' The Big Bang Birthday is now streaming exclusively on Viu.
Campaign ME
2 days ago
- Lifestyle
- Campaign ME
YSL Beauty and PEAQ blur the lines between wellness and beauty
Wellness is no longer a side quest – it's the main story. As explored in our luxury issue, the concept of luxury is shifting from exclusivity to emotional, physical and sensory well-being. This shift is increasingly visible across sectors, including beauty. A recent example, the sensory-filled activation by YSL Beauty and PEAQ, a social wellness club in the Middle East. The collaboration reflects how wellness is moving beyond traditional hospitality – embedding itself into daily routines, personal care, and beauty rituals. 'We weren't interested in creating a branded moment for the sake of branding. The idea was simple: what if beauty was already part of your recovery? Not something added on, but something integrated,' says Alwee Villarosa, Creative & Brand Strategy Director, Internaut. 'We're always asking: how do we turn routines into rituals?' says Ali Hassoun, PEAQ's founder. 'When you combine movement, scent, and intention, you're not just caring for the body – you're shifting the emotional tone of the entire day. That's the kind of awareness we were after. Not fleeting attention, but lasting association. When a product becomes a part of how you feel – that's when it lives beyond the campaign. Integrating beauty into recovery Working with creative agency Internaut, ComCo Middle East & Africa, and Jack Taylor PR, PEAQ designed an activation built around YSL Beauty's Libre L'Eau Nue, an alcohol-free fragrance centered on softness with notes of lavender and orange blossom. 'The message was quiet but clear: wellness isn't just internal. It's in the mood you set, the rituals you build, and the space that holds you,' mentioned Villarosa. The scent was diffused during Lagree cooldowns, while the hydration bar carried the same fragrance notes. Instructors led breathwork and visualisations inspired by the scent, creating an immersive and sensory environment. The Libre L'Eau Nue shower gel, body oil, lotion, and fragrance were placed strategically in the changing rooms, not with signage or fanfare. It was simply part of the ritual. Something you instinctively reached for after class and was aimed to be a moment of rest. 'We didn't present the range as a display. We embedded it,' said Josie Delfin Perret, Head of Hospitality, ComCo Middle East and Africa. She continues, 'The goal was emotional connection – not just exposure. We wanted people to feel something, and to connect that feeling to the scent. Calm. Softness. A sense of return. Not a hard sell, not product placement. Just memory, formed through repetition and atmosphere.' In the Lagree sessions, instructors paired scent with breath, and guiding members through a visualisation that felt like a reset. A warm summer evening. A softer pace. A moment of pause. The perfume became more than a fragrance. It became the anchor to that state of mind,' added Josie Delfin Perret, Head of Hospitality, ComCo Middle East and Africa. A sensory approach to marketing This activation reflected a broader shift in how people define wellness. It's about how you feel in your environment. The atmosphere you create, the textures you reach for, the energy you carry with you. The intersection of beauty and wellness now includes fragrance, skincare, self-expression in recovery. 'We want PEAQ to be the point where beauty and wellness meet. Not as two separate industries, but as one lived experience,' says Hassoun. It came from a wider shift in how people are redefining wellness. It's no longer limited to movement or nutrition. It includes what you apply to your skin, how you recover, how you express yourself. There's a growing awareness that fragrance, skincare, and self-presentation are all part of well-being. This was an opportunity to show that in a lived, embodied way. YSL and PEAQ partner for Lagree and Libre Influencers and creators were part of the activation, but the focus was on community. The event was open to the public, and intentionally designed around PEAQ's regular members – people who already move through the space, know its rhythm, and engage with its rituals. 'Everyone experienced it the same way . That made all the difference. They weren't promoting an idea. They were participating in something they already care about. Their content reflected that – it felt personal and grounded, not staged,' comments Hassoun By centring real community members, the campaign created resonance over reach; beauty wasn't being advertised it was being used. In doing so, the activation moved beyond product placement and became a memory trigger – a fragment of someone's day, not a performance for the algorithm. The roll-out of YSL Beauty and PEAQ The activation was promoted mainly through Instagram – using reels, stories, and formats that felt intimate and unfiltered. 'We weren't interested in content that looked branded. We wanted it to feel lived-in. That's how we like to show up online: present, unfiltered, and in rhythm with the space. The goal wasn't to flood the feed, but to make people feel like they were in the room. Watching something unfold in real time, not watching an ad,' said Hassoun. Partnered with ComCo Middle East & Africa to lead media outreach, influencer curation, and campaign amplification. Their team ensured we had the right voices in the room – creators, tastemakers, and wellness figures whose presence felt aligned with both the product and the space. The Internaut, the creative agency, led visual direction and digital storytelling. They shaped how the experience would live online – subtle, sensory, and grounded in how the activation actually felt. From campaign assets to real-time content, they captured all the raw moments. Jack Taylor PR, brought YSL Beauty to PEAQ. 'They helped build a bridge between two brands that believe in mood, presence, and intentional rituals,' comments Hassoun. Together, the teams translated a physical, atmospheric experience that brought the world of beauty and wellness together.
Campaign ME
2 days ago
- Business
- Campaign ME
The new sound of the GCC: Where heritage meets modernity in sonic branding
Across the GCC, a new wave of branding is making noise, quite literally. From government campaigns to cutting-edge startups, brands are no longer asking just how they should look or speak but how they should sound. And what's emerging is a powerful fusion: sonic identities that blend traditional Arabic sound elements with contemporary production and global branding strategies. This isn't just a creative trend it's a cultural and strategic shift that reflects the identity of a region in motion. Sonic branding in the Gulf is evolving to be just like its people: deeply rooted in heritage, yet boldly modern. The rise of sound as a strategic brand asset in the GCC Until recently, many brands in the region treated sound as an afterthought using generic music tracks or sound effects that felt polished, but impersonal. Sonic branding, if it was used at all, rarely reflected the brand's cultural identity or values. Today, that's changing. With a renewed regional focus on national identity, creative excellence, and digital innovation, sound is becoming central to brand strategy in the GCC. It's no longer about filling silence it's about crafting an intentional audio experience that connects emotionally and culturally. Brands are now asking: How do we sound like ourselves? And even more importantly: How do we sound like where we come from? Heritage meets high production The answer lies in a growing movement to incorporate regional sonic elements such as Arabic scales, Khaleeji rhythms, and traditional instruments like the oud, ney, and rebaba, into modern audio branding systems. But this isn't about being nostalgic or folkloric. It's about honoring heritage while shaping a modern identity. We're seeing sonic logos that blend the microtonal inflections of traditional music with futuristic synths and digital textures. UX sound design in apps and platforms is incorporating subtle percussive cues inspired by regional sounds. Even brand anthems once generic orchestral pieces are being rewritten with local musical DNA embedded in every note. This hybrid approach creates a sense of authenticity, familiarity, and differentiation. It's instantly recognisable to regional audiences, while still feeling current and forward-looking on the global stage. Sound as cultural storytelling in the GCC Sonic branding isn't just about recognition it's about resonance. And few things resonate more deeply than culture. By integrating heritage into sonic identities, brands are telling a story about who they are, where they come from, and what they stand for. Just as visual design might use calligraphy or regional patterns, audio branding can evoke the sounds of the desert, the souk, the sea, or the celebration. This is especially powerful in government and nation branding. Across Saudi Arabia, the UAE, Qatar, and beyond, national initiatives are investing in sonic branding that feels distinctly regional. It's not about mimicking Western cues of prestige or innovation it's about defining a regional sound that reflects pride, progress, and authenticity. Youth, innovation, and the sound of now Much of this movement is being driven by a young, creative generation. Local producers, composers, and sound designers are experimenting with new formats combining trap beats with Khaleeji percussion, cinematic soundscapes with traditional melodies, and building audio experiences that feel both fresh and rooted. A sonic identity that feels too foreign or generic won't connect. Today's audience is savvy; they crave realness, not just polish. This has led to a demand for culturally-informed sonic branding identities that are not just technically excellent but emotionally and culturally intelligent. Importantly, this isn't limited to advertising. Sonic branding now extends to a brand's entire ecosystem: • App and product interface sounds • Notification and transaction tones • Branded music for events and environments • Podcast intros, voice assistants, and smart devices • Even on-hold music and call center tones A consistent sonic identity across all these moments builds recognition, emotion, and trust. And when that identity carries cultural significance not just style it creates a deeper emotional connection with the audience. The competitive advantage of signature sound in the GCC As brands across the Gulf compete for attention in saturated digital environments, sonic branding offers a clear differentiator. Visual branding is expected. Great copy is common. But a sound that people recognise, remember, and feel something from? That's rare and extremely powerful. Especially in markets where many players share similar visual aesthetics or offer nearly identical services, audio becomes a brand's emotional fingerprint. It's how they stay with the audience not just during the campaign, but long after it ends. Brands that lead this movement will not only stand out they'll define the sound of the region's future. The GCC is experiencing a sonic renaissance. one where cultural pride meets creative innovation. Brands that embrace this fusion of tradition and modernity in their sonic branding aren't just following a trend they're shaping a new identity for the region. The question for every brand today is no longer just: What do we look like? It's: What do we sound like and does that sound belong to us? By Roudny Nahed, Partnership Manager at MusicGrid.
