Titled ‘Moments of Trust’, the campaign features an emotional TVC showcasing the figures people trust across various stages of life and the small moments such as learning to ride a bike, taking the school bus, or maneuvering a wheelchair, where trust is integral. The video intelligently intertwines these moments with the subtle presence of tires in all of them, reminding audiences the importance of having tires you can trust too.

Building on the brand’s central pillars of sustainability, safety and performance, the video includes an appearance from the Mankhool Park Volleyball Court, which was unveiled by Continental last year, made from 100% recycled Continental Tires.

The campaign centers around times where trust is primordial, a father teaching his son to ride a bicycle, or a child swinging on a tire in your backyard, or the time when people of determination whose ability to move relies on the right tires, or perhaps adventure-seekers such as car racers or mountain bikers whose safety is also related to their tires, and eventually the school bus that gets children to and from school.

The campaign goes live on Continental Middle East’s social media channels on January 6^th 2025, and will be supplemented by an influencer marketing campaign across the first half of the month.

You can view the video here.

Salam, or 'Peace' – a single word that has united various voices from 43 countries through Aramex's latest initiative. 

At its heart, the video campaign shares a story of a Palestinian's attempt to send a package to Gaza. However, the parcel fails to reach his loved ones due to closed borders. The film ends with asking viewers to share messages of peace on deliverpeace.global. In response, thousands of individuals from various cultures and backgrounds posted short videos with the word 'Salam' to show support for peace in Gaza and worldwide.

The campaign has reached over 14 million views on YouTube, Instagram, Facebook, X, and LinkedIn. Influencers on Instagram have also shared the video, reaching over 10 million users. Overall, the campaign, including its website and media reports, has reached over 20 million people. 

Shahir Sirry, Global Creative Director at Aramex, delved deeper into the campaign's vision.

1. What inspired the concept behind 'The Undelivered' campaign, particularly focusing on a parcel destined for Gaza?

The concept was inspired by real-life circumstances – parcels being quarantined in different hubs once the Gaza borders were closed. While working on our Ramadan campaign, we felt from the very beginning that we needed to address the situation in Palestine. As we sifted through various routes and ideas, it just didn't feel right to tell a business-as-usual or humorous story – as if nothing was happening. This is when the concept of "if we can't deliver somewhere, we will deliver a message of peace" was born. 

2. How did you navigate the challenge of addressing a sensitive and complex subject like the situation in Gaza within the context of a marketing campaign?

We hold the belief that by aligning closely with our brand essence and purpose as a logistics and express company, and by transparently portraying the challenges we face in fulfilling our responsibilities during such times, we can effectively convey this message of peace. While the story itself was fictional, it drew inspiration from real-life experiences of sending shipments to loved ones in Gaza. It was important for us to maintain the authenticity of these encounters in our narrative, thereby honoring the sensitivity of the subject.

3. The campaign emphasizes the universal message of peace and harmony. How did you ensure this message resonated across diverse audiences worldwide?

We couldn't be certain that it would resonate with everyone, however, we felt it was a risk worth taking for such an important cause. We made sure not to point fingers, but rather raise awareness about the status quo and use our platform to amplify the message.

4. Has there been any reactions or feedback from Palestinians regarding the campaign?

The response from Palestinians living in the region has been overwhelmingly positive. It's the most encouraging acknowledgment and feedback on a campaign we've received since we began advertising the brand with our in-house creative team – which is part of the marketing department. We are also glad to have received positive responses and 'Salam' greetings from over 40 countries on our deliverpeace.global website and social media. 

5. Do you have any final thoughts or a message you'd like to share?

I wish more brands would use their reach to speak up and create awareness about what's happening. It is impossible to advocate for peace and a ceasefire and be on the wrong side of history. When you articulate what your brand stands for and refuse to hide behind the fear of public reaction, you prove that your brand not only has roots but also a spine.

Image Above: Shahir Sirry, Global Creative Director at Aramex

The region is experiencing a massive shift in the way it perceives commerce and digital experiences. In Saudi Arabia, for instance, although there's a notable surge in innovation, retailers still seem to just be catching up. Just a fraction of consumers, less than 30%, view the retail sector as tech-savvy, even though smartphone usage stands at a staggering 97%, with individuals spending over 5 hours daily on their mobile devices. This landscape hints at significant growth potential, especially in e-commerce, forecasted to expand globally by 8% in the coming five years.

Through the launch of its latest campaign, the Telgana Ala Snap campaign which simply means "Find us on Snap," the platform invites the GCC's local communities to engage and reflect on community values. Launching from Saudi with a brand film, Telgana Ala Snap showcases how Snapchat has become ingrained in the daily lives and social fabric of the community, fostering creativity, self-expression, and connection between friends and family.

From pioneering storytelling between friends with the story feature to show how to make life’s moments, big or small, more fun and expressive with AR Lenses, Snapchat has become a part of Saudi Arabia and the wider region's communication fabric. For the first time, the platform demonstrates why it resonates so deeply with locals in the GCC through its new campaign, which tells the powerful stories of Snapchatters across the region.

The region is experiencing rapid transformational societal and cultural changes, as technology modernizes tradition and globalization fragments cultures. But what remains is the need to stay close to family and friends, which has formed the essence of Arab culture for centuries. Snapchat has become a natural, digital extension of this dynamic, offering a safe space for its users to foster close connections and real relationships, free from pressure, likes, and mindless scrolling. With users in GCC opening the app more than 45 times per day on average, the campaign aims to celebrate the people who call themselves Snapchatters, uncovering why the platform has formed such a special part of locals' lives.

Speaking on the role of Snapchat within GCC culture, Hussein Freijeh, Vice President of Snap Inc. in MENA said, “Snapchat is where you’ll find the GCC community from all ages coming together online every day. From grandmas to grandchildren, people are using the platform frequently to stay up-to-date with each other’s lives, share beautiful moments, and communicate culture. If it’s happening in the GCC, you can guarantee it’s on Snapchat! For a business, this is a compelling audience proposition and the ideal environment to build brands and boost engagement. Ultimately, when people feel safe and happy, they are more receptive. Add AR into the mix, which garners 4x more attention than regular video, and you have a magical mix to drive real influence. At Snapchat, we have the tools in our hands to communicate at scale with locals across the GCC in a space that matters, and we look forward to sharing why Snapchatters choose and use our platform through the launch of our new campaign”.

Targeting a broad demographic, the campaign weaves a nostalgic narrative that builds brand love and demonstrates DHL's delivery capabilities.

"Our aim was to prove that we're not just the fastest in the delivery business, but also the most innovative – delivering your parcels not just on time, but if needed, back in time," said Mohamed Bareche, Executive Creative Director at Horizon FCB Dubai. "Filming on two continents in two days, synchronizing crews, and ensuring the parcel flew on the perfect time slot was a monumental task. The relief and satisfaction at the end, with a mission accomplished, were immense."

Colin Smith, Creative Director at Horizon FCB Dubai, added, "Choosing a birthday narrative showcased DHL’s reliability and speed. It underscores how DHL can positively impact daily life with their service."

Reham Mufleh, Managing Director at Horizon FCB Dubai stated, "The idea of transcending time to deliver emotions is a powerful demonstration of DHL’s commitment. It shows that some ideas, like some moments, are ‘Never Finished’."

Panadol, being a pain relief brand in the Middle East, knows communication in this crowded category tends to be generic. Having previously focused on what the moment of release from pain feels like for different people, Panadol paints a different picture this time.

Mariano Favetto and Joaquín Ares, ECDs at Grey, shared, “We wanted to transmit the reality of pain, not the artificial advertising caricature. To do this, we found those moments we have all been through and where we have probably let out a rather inappropriate curse word.”

With a series of print ads and social videos, this Panadol campaign created by Grey Dubai and Grey Argentina shows several seemingly harmless domestic settings, only to make viewers realize these rather 'normal' images are capturing the place and the time that pain has occurred. Panadol conveniently calling out the almost-hidden source of suffering is all too familiar for many.

Photo Source: Panadol

The campaign has been launched in collaboration with IMPACT BBDO Dubai, and Addition New York.

The new AI President of Lebanon has been created by training Large Language Models on 90 years of impartial journalism from AnNahar since the 1930s. It analyzes not only the historical data provided through the pages of AnNahar but also current events, and formulates answers for all political, legal, and government questions. By tapping into this vast knowledge base, the AI President has a deep understanding of Lebanon's past, as well as an unbiased perspective on the challenges that the country faces today.

The new AI President was launched in a live broadcast as an interview by Nayla Tueni, the editor-in-chief of AnNahar Newspaper, where she asked the President pertinent questions about the current state of the country, and what the best ways forward would be. The launch also featured the daily AnNahar print edition transformed into a comprehensive, fully-fledged political platform in which the President addressed all the pressing issues that the majority of the Lebanese population struggled with.

The AI President will be accessible to all through a dedicated site – OurPresident.ai and will answer questions related to Lebanon and its politics. It is understood that government officials will also be using the tool to help build directives.

Nayla Tueni commented on the campaign, “As Lebanese people, and especially AnNahar, we refuse to sit back and allow things to go on as they have. To not have a President for this long is unacceptable and has impacted the country negatively. If the parliament will not do its job to elect a President, then the people will bring to Lebanon a President.”

With the pet care sector in the UAE soaring to a valuation of $300 million and approximately 1.5 million pet "parents" residing in the country, according to insights from the recent Pet World Arabia exhibition in Dubai, the significance of pets in homes is undeniable.

This new trend brings along new situations at home. Because on top of the unquestionable love four-legged buddies give in homes, they often also mess them up. IKEA decided to tap into those little accidents that every pet owner can relate to.

In line with IKEA’s global strategy, IKEA Al-Futtaim has launched a campaign portraying everyday products smashed by cute pets. Through "Don’t worry, you can afford it," the brand reassures the audience, implying there’s not much to worry about because getting a new one at such an affordable price makes it an easy fix.

The campaign showcases common items pets might knock over: a CHIAFRÖN plant pot, a FÄRGRIK mug, a KÄRLEKSGRÄS cushion, and a STILREN vase. It features dogs and cats, the most popular pets in the region.

Carla Klumpenaar, GM of Marketing, Communication & Interior Design, highlights, "For the past few years, we have noticed a growth of pets in households in the region, and we wanted to introduce this topic through this campaign for the first time. Over the next few days, we will also launch a collection of household products for pets".

The campaign, created by the creative boutique INGO Hamburg, has been published in different media throughout the region.

In the words of INGO’s Global CCO, Tobias Ahrens, "We are excited about this campaign, which, on one hand, brings the unskippable cuteness of pets, and on the other hand, challenges marketing conventions by showing the products damaged – an honest story that refreshes the usual IKEA price communication style.”

But there is one type of ball-related video that most men cannot get enough of. Football highlights on YouTube. These clips rack up millions of views, making them the prime media placement for a self-check demonstration. US-based Testicular Cancer Society and their advertising agency, FP7 McCann Dubai, identified the perfect moment for self-examination to get rolling within these footy clips. In those few intense moments just before a free kick, when the defenders in the wall instinctively shield their groins with their hands, they demo how to check your beloved balls.

Launched just in time for Cancer Awareness month in April, the 'Highlight Your Balls' campaign messaging seamlessly blends with the footage of the game by leveraging YouTube’s mid-roll technology to ensure the content plays moments before the free kick is struck. The clip shows a close-up of three actors wearing the same shorts and jersey colors as the defending team, focusing on the groin of the man in the middle of the wall. The actor performs a quick self-examination, as a voiceover explains the procedure in the style of a commentator from that match highlights’ specific region. The ad closes with a call to men to head to the Testicular Cancer Society website for more info. The original clip then gets back to the action.

By getting different VO artists to do the commentary in languages spoken by the world’s biggest football fans (German, Italian, Japanese, English, Arabic, and Portuguese) the mid-rolls are featured in clips from relevant leagues and regions. And get this: they created over 100 clips from 5 jerseys, 5 pairs of shorts, 3 actors, and a green screen.

Mike Craycraft, founder of the Testicular Cancer Society, commented, “This campaign is a great example of how the clever use of the latest digital tools can blur the line between video content and messaging. The result is a fun and engaging way to teach men how to perform a short and simple self-check that might just save their life.”

Leading the charge in this artistic endeavor is the illustrious Noura Bin Saidan, who has transformed 350 meters of the track with her breathtaking artwork. Joining her are Yazeed-M Al-harbi, Ahmed Al Bawazeer, Becs, and Slog Two, each contributing their unique flair to the canvas, encapsulating the spirit of Saudi Arabia's art scene. The art can be spotted at the main parking fence facing Al-Malik Road next to the F1 Circuit and will be up for three months.

Noura Bin Saidan commented on the initiative, “It was a beautiful opportunity because it was the first time I painted an area of ​​​​more than 600 square meters in just five days.

This work will truly help in infusing beauty on the streets of Jeddah. Thank you, Lipton, for this wonderful opportunity and for giving local artists an avenue to showcase work they are proud of.”

Adding a dynamic twist to the collaboration, Lipton Iced Tea has partnered with Aseel Al Hamad, a female race car driver, to drive over Saidan’s artwork, leaving tire tracks spelling out "Zero Khauf." This intersection of art and racing underscores the theme of fearlessness and resilience, driving home the message that with a little imagination and courage, any obstacle can be overcome.

Yazeed M Al Harbi one of the contributing artists, expressed his gratitude for the opportunity, stating, “As a graffiti artist, I am always constantly looking for ways to express myself and communicate with others through my art. Graffiti art is the art of making walls speakable – full of life and art. When Lipton Iced Tea Company allowed us to transform the walls of Formula 1 into a vibrant canvas using graffiti art, it seemed like a great opportunity with a vast area that needed an imprint of our art. Just as Lipton Iced Tea is about positivity and sunshine, street art for us is not just about making all the walls beautiful but also bringing friends and artists together to celebrate.”

Commenting on the initiative, a spokesperson for Lipton Iced Tea stated, "Beyond marketing research, our decision to invest in street artists stems from a commitment to supporting meaningful causes and empowering emerging talents. We recognize the challenges faced by street artists and are proud to champion their cause, promoting a culture of creativity and fearlessness."

The outdoor, print, and social media campaign harnesses the power of striking images, showcasing vehicles impacted by the escalating effects of climate change. For example: cars submerged by floods, a truck overturned in a blizzard, and vehicles burnt out by wildfires or sunk by sandstorms, all highlight Hyundai’s various safety features, but make the point that they won’t save us from climate change. The line “that’s why we are going carbon neutral,” appears in each execution.

All the photography used comes from real-life photographs sourced from both news reports and environmental journals. The creative team at Jung von Matt searched through more than 25,000 images to create the campaign.

It’s a call to action for industry leaders and individuals to recognize the importance of sustainable practices. In an era where technology has reached unprecedented heights, this campaign serves as a reminder that the greatest achievements must include safeguarding the environment.

Photo Source: Hyundai

Andreas Brunsch, Managing Director, JvM NECKAR adds, "What has been truly commendable about this campaign is Hyundai’s straightforward tone. They are candidly acknowledging that while their innovations and those of the autonomous industry are impressive, they pale in comparison to the larger issue of climate change."

In advancing this project, the company has conducted numerous business initiatives aimed at helping to achieve the goal of becoming carbon neutral by 2045. 

The campaign is running globally in markets including Germany, Australia, Thailand, Singapore, Canada, and India. It features a blend of traditional and digital advertising elements, including billboards, print ads, and engaging social media content. This approach ensures a comprehensive reach, effectively targeting audiences across various touchpoints.