More than a place, AMAALA represents a new blueprint for purposeful travel — where wellness, culture, and the natural world converge to create something truly exceptional. Designed as a sanctuary for reconnection, it offers guests a rare opportunity to rediscover what matters most in a world that rarely pauses.

AMAALA’s first chapter is coming to life — from the debut of its eight resorts at Triple Bay, each shaped by a world-leading hospitality and wellness brand, to the unveiling of the AMAALA Yacht Club, a new global icon of coastal elegance. Soon to open, Corallium Marine Life Institute, the region’s pioneering marine life institute, will invite guests to explore and help protect the Red Sea’s vibrant underwater ecosystems.

Whether through advanced longevity therapies, desert meditations, sound healing, or marine discovery, AMAALA offers each traveler a personal journey toward restoration — one that nurtures the body, inspires the mind, and awakens the spirit.

Awaken Life’s Rhythm signals the beginning of a new story — one lived in harmony with nature, guided by culture, and brought to life through world-class design, wellness, and hospitality.

The ‘Women Drivers’ product allows women riders to book rides exclusively with women drivers via the Uber app, expanding economic opportunities for Saudi women while enhancing rider choice. Here’s how the product works:

On-demand – The Women Drivers product allows women riders to be matched with Women Drivers. The product functions just like UberX and is selectable from the product mini-list with similar prices as Uber X.

Reserve – For women riders looking for added structure and planning, they can reserve a ride with a women driver up to 30 minutes in advance through the Uber Reserve feature.

Empowering Saudi women through Al Nahda partnership and GigSister events

Uber is proud to announce its partnership with Alnahda Society, a leading non-profit organization established in 1962 with a mission to empower women both economically and socially. This collaboration aims to support women in mobility through capacity-building initiatives, including financial literacy programs, by equipping women with essential skills.

Additionally, Uber will host its first GigSister program in Saudi Arabia, creating a dedicated space for women drivers to connect, share experiences, and foster a supportive local community. These initiatives highlight how Uber is going beyond mobility to actively invest in the development and success of women across the Kingdom.

Over the years, Uber has introduced a series of programs in Saudi Arabia, from the Wusool initiative, which has supported over 20 million subsidized rides for women, to Women Rider Preference, which allows women drivers to choose if they want to exclusively pick-up women riders.

The new tea promises a flavor that’s neither too strong nor too light—just the perfect balance. Horizon FCB Dubai sought out a platform that would be bold enough to match this ambition. With Squid Game’s third season dropping just at the right moment, and the show boasting over 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.

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 tandem with this, mall activations, in-store displays, and e-commerce touchpoints created a seamless omnichannel experience, guiding consumers from awareness to purchase.

Yet, it was figured out, that the audience did not care as to how the influencers portrayed in the ad got there, what was important was seeing them there. If Influencer marketing works because it’s personal. People don’t buy “destinations.” They buy the dream they were delivered via someone they trust, and whose opinions they value. Indeed, if the influencers could not travel, how to portray them as travelers anyhow? So it dawned on us, that what mattered was the emotionality of the act rather than the physicality of it.

So, living in today’s world, we figured “if we can’t beat them, join them” and by this we meant the possibilities AI is presenting us with. So with this, Saudi influencers became AI-powered travelers, without the need of visas, or flights, or bureaucracy, or even airports.

Real influencers were recruited who were willing to license their likeness. Then eventually they were captured high-quality profile shots, followed obviously by real interiors of flynas planes to anchor the content. This is where Veo3 came in handy because, with little or no effort, and a bit of a prompt, influencers were now in iconic European locations. Authentically, as well, though truth be told, not realistically, they were all over the new summer destinations flynas offers.

The influencers were so impressed, they posted these videos on their own social media accounts, implying they were indeed there, and we paid them ethically their standard fees though probably they were enjoying a gelato in their own homes rather than on a summery European city.

The audiences eventually saw familiar faces exploring new destinations, feeding wanderlust and excitement for summer travel.

The comments and shares showed genuine engagement. People were inspired to plan their own trips. Of course, the campaign subverted expectations about what’s “real,” proving that travel dreams can be sold even when the trip is AI.

Yet ethically, since advertising sells dreams as opposed to products, the campaign was not too far off.

By being first in-market to use AI-generated influencer travel at scale, flynas positioned itself as bold, modern, and flexible. Yet, one of the assets of the campaigns was that it tackled a real problem because it solved a real barrier familiar to many Saudis: visa delays and travel bureaucracy.

Behind this campaign were INFLO Influencer Curators, XTRND Content Hub and Regional Strategy Director Moey Shawash.

At the heart of the work is the Always Night XXL pad, reintroduced with a softer topsheet that’s gentler on skin, while still offering the extended back coverage and superior absorbency Always is known for. It’s a product designed to give women peace of mind through the night, no matter how they move.

But this campaign goes beyond product features. It taps into a broader emotional truth: that physical comfort and emotional confidence go hand in hand. That’s why the campaign was designed not just to tell women about Always Night XXL, but to meet them at the exact moment they need it.

As part of the activation, Always partnered with Noon Minutes – the UAE’s fastest delivery service – to ensure women could access night pads when they need them most, even at odd hours. Live across the UAE and delivering thousands of products 24/7 in under 15 minutes, Noon Minutes’ collaboration with Always blends product innovation with on-demand service to offer real support when it matters most.      

The campaign, developed by Leo Burnett Beirut, launched across social media platforms with a focus on Instagram, using short-form videos and posts to raise awareness and prompt conversation. Nora Achmaoui was brought on board as the face of the campaign. A well-known and relatable voice among women in the region, her participation helps highlight the universality of nighttime period anxiety, and the need for better solutions.

The campaign — themed “Treat Yourself with a Holsten” — celebrates the joy of everyday indulgence and positions Holsten as the go-to refreshment for life’s well-deserved moments.

The multi-platform campaign is supported by a playful hero film that’s set to captivate the brand’s target audiences. Shot entirely in the Kingdom, Holsten’s campaign centres around a playful storyline.  It all begins with a rumour: Georgina Rodríguez has been spotted visiting a neighbourhood baqala every Monday to pick up her favourite treat — a bottle of Holsten. As the rumour spreads across Riyadh — through living rooms, office breakrooms, social gatherings, and group chats. The campaign humorously taps into the power of word-of-mouth, anticipation, and celebrity fandom — all culminating in a surprise appearance by Georgina herself.

The campaign is anchored by a bold, audience-first strategy that taps into Saudi Arabia’s shifting lifestyle landscape — where premium choices, self-expression, and light-hearted entertainment increasingly define youth culture. The campaign leverages Georgina Rodríguez’s unique persona, which effortlessly bridges global aspiration with emotional accessibility, making her an ideal fit for Holsten’s positioning –  to offer a premium, flavourful treat for everyday accomplishments.

The campaign will roll out across Shahid, TikTok, META, cinemas, and OOH — making Georgina’s Holsten moment truly unmissable.

The agency’s standout win came with one Gold Lion in Sustainable Development Goals for Recipe for Change, a purpose-led campaign for Arla Foods that addressed food insecurity in Lebanon. The campaign transformed traditional home-cooked recipes into a scalable, community-first restaurant model, generating sustainable income and renewed purpose for local mothers.

Recipe for Change also secured a Silver Lion in Brand Experience & Activation and a Bronze Lion in Creative B2B, delivered in partnership with MCN sister agencies Current Global MENAT and Craft.

The agency’s creative work was further recognised with five Bronze Lions across multiple categories and client collaborations:

• One x Bronze in PR for Sponsored Balls, a campaign developed with the Testicular Cancer Society & Club Deportivo Leganés
• Two x Bronze in Digital Craft and Film for Read Better, created in collaboration with McCann Bristol and UM Central for Waterstones UK
• One x Bronze in Outdoor for Not for First Dates, for McDonald’s UAE, in partnership with MCN PR and media agencies: Weber Shandwick MENAT, UM, and Craft

In addition to its Lion wins, FP7McCann also contributed to 5 global wins, including a prestigious Titanium shortlist for Life Donor Card – MRM Germany that reimagines organ donation awareness in real-life moments. The agency also contributed to the Public Money ATM campaign with McCann Poland, further demonstrating the agency’s role in shaping ideas that go beyond borders.

This Father’s Day, Babyshop is giving dad’s a little hack to take first place. 

Introducing ‘This One’s for Dad’––an Anghami playlist designed to help dads win the most important race they didn’t know they were in: the race to be their baby’s first word.

Crafted with speech repetition and melodic cues, each tune is built to nudge babies towards repeating the sounds of “Dada, Baba, and Papa”, framing innocent lullabies as strategic plays.

Created in partnership with Publicis Dubai, ‘This One’s for Dad’  offers fathers the ultimate tool to hack their way to glory – they are downloadable here.

The brand also launched Father’s Day greeting cards that invite fathers to be in their scheme with theplaylist. Because for the parents of today, a little manipulation never hurt. Especially if it’s done for love––and shareability.

The initiative sits within Babyshop’s larger commitment to modern parenting, where parents don’t shy away from the dilemmas and desperacies of parenthood, but instead, find unconventional––and often humorous––tactics to succeed in their journey. ‘This One’s for Dad’  is now streaming on Anghami. https://open.anghami.com/gwvpuAPgkUb

Using AI to generate fake Aramex branding alongside authentic company materials, the campaign video teaches customers how to distinguish legitimate communications and know when they are being scammed. This innovative approach transforms a serious security concern into an engaging, educational experience that resonates with today’s digitally savvy consumers.

Incidents of fraud have surged across key markets – including the UAE, Jordan, and Saudi Arabia, reflecting a broader global trend affecting customers of all major brands. Aramex customers regularly receive fraudulent SMS messages, emails, and social media communications from scammers impersonating the company, often requesting payment through unverified links or soliciting personal information (phishing). In fact, cybersecurity provider Help AG’s annualState of the Market report^[1] highlights an alarming surge in phishing and impersonation attacks – making up a whopping 90% of cybersecurity incidents in 2024.

Aramex emphasizes three critical safety measures for customers to stay safe:

1. Verify: Always verify that communications come from official Aramex channels before taking any action. Check sender details, official website links, and contact information against verified company sources.

2. Payment Security: Never pay for services through links received via unverified SMS or WhatsApp messages. Ideally, always use the official Aramex mobile application for secure transactions and emails must originate from @aramex.com.

3. Stay vigilant: Apply the same verification standards to social media competitions and promotions. Legitimate campaigns will always be verifiable through official Aramex social channels.

Since the video aired, there has been a 28% surge in downloads of the official Aramex mobile application, which provides the most secure method for tracking shipments, making payments, and accessing customer services.

The AI-generated awareness video is now available across Aramex’s official social media channels and will be supported by a comprehensive digital marketing campaign throughout 2025.

When your client is RAM Middle East and they ask for a campaign to launch the all-new RAM RHO 1500, you turn car specs into a spectacle. Publicis Middle East saw more than a truck. They saw an aircraft.

The RAM RHO is a lighter, faster, more agile beast with 540 horsepower. But more than that, it’s a prime example of how RAM is redefining the pickup category — bringing high-quality interiors, human-centric technology, and comfort into a segment traditionally known for utility.

Truck owners in the Middle East aren’t looking for a workhorse. They are looking for a fun driving experience. They demand more from their vehicles: size, thrill, and refinement in one. Today’s vehicles don’t just compete with each other; they compete with all forms of mobility. And with Middle Eastern consumers indexing high on destination travel, positioning the RAM RHO as an exciting mobility experience felt like a natural leap.

Enter RHO Airlines: an unexpected destination travel brand, a turbocharged PR stunt and, unofficially, the world’s shortest flight, clocking in at just 1.2 adrenaline-fuelled seconds.

When you’ve got a new truck this bold, it only makes sense to roll out a campaign that no one saw coming. Publicis transformed the RHO’s product truth into a campaign that doesn’t just speak to performance — it launches it, literally and the client immediately cleared it for take-off. The agency created a full-blown airline experience in the least likely place imaginable: the desert. There were check-in counters. Boarding passes. Air hostesses. Ground crew. Even air traffic control. Everything you’d expect from an airline — except the plane.

Because with RHO Airlines, the aircraft is a RAM truck.

To take things airborne, RAM collaborated with beloved influencer duo The @SaudiReporters — and orchestrated a desert prank of epic proportions. The campaign began with cryptic teaser content, hinting at a new airline entering the market. It culminated in a short film capturing the Saudi Reporters prank, the big reveal and Abdulaziz’s screams.

RHO Airlines became a fictitious airline that generated real engagement and reminded us that branded content doesn’t have to be boring.