Film advertisement created by Serviceplan, United Arab Emirates for Al Etihad Credit Bureau, within the category: Finance.

Let’s face it, it’s no child’s play to keep kids entertained, a task that’s proved especially challenging in the last year. Ask the parents and they will list down all kinds of makeshift entertainment alternatives they’ve had to invent. But among all these struggles, we forget about the unsung heroes who have been carrying the lion’s share of this burden. It’s not the parents, not even the teachers, it’s the toys that have been overused and much-abused. With that in mind, Momentum MENA and Yas Island created the world’s first ToyTalks – a quirky, outlandish fusion between Toy Story and TedTalks, where tired toys are finally speaking up and sharing their lockdown traumas in hopes of getting families to leave them alone and have an epic break on Yas Island with the Kids Go Free offer. Paying weird yet wonderful homages to some of the world’s most iconic toys and taking a few playful jabs at competing destinations, the campaign features original characters like Mr. Fire Tyres, Bathtub Dolphin, Marbie, and Iron Bro, all of whom deliver a unique monologue and keep the audiences engaged and entertained. Much like Yas Island itself. Speaking of entertainment, the campaign also promises to go beyond just social content. There are Toy Repair pop-ups where families get to restore their toys and win a discounted vacation to Yas; a Toy Trade-In radio activation; engaging influencer content; and even a @ToyTalkers Instagram handle where the toys share their woes. The campaign is further amplified by online competitions and a partnership stunt. Film advertisement created by McCann, United Arab Emirates for Yas Island Theme Parks, within the categories: Hospitality, Tourism, Recreation, Leisure.

Created by HearLife Clinic and FP7/McCann in Dubai, “Lost Frequency” is a series of self-diagnosing radio adverts for hearing loss. With 500,000 people affected with hearing loss in the UAE, the challenge for HearLife was to get the 35% of sufferers unaware they have a problem, to take a hearing test. The early symptoms of hearing loss are difficulties hearing high frequency and low sounds, often only discovered in an audiology exam. In the examination, ranges of sounds tested patients hearing: those unable to hear above 4kHz+ are diagnosed with hearing loss. To make the test something everyone would want to listen to, the team took the science of a hearing test and disguised it as wildlife documentary. Because birds, crickets and dolphins all naturally sing in the 4kHz+, they could use these animals to help self-diagnose hearing loss. In a series of 3 radios, take a quick dive with dolphins, listen to the birds, and join thousands of crickets on a summer’s night. For the first time, those who didn’t know they had a problem were self-diagnosed and offered a solution. Audio advertisement created by FP7, United Arab Emirates for HearLife Clinic, within the category: Health.

Direct advertisement created by Saatchi & Saatchi, United Arab Emirates for Freedom Pizza, within the category: Food.

Film advertisement created by M&C Saatchi, United Arab Emirates for Shell, within the category: Industrial, Agriculture.

Ambient advertisement created by Saatchi & Saatchi, United Arab Emirates for K9 Friends, within the category: Public Interest, NGO.

Film advertisement created by McCann, United Arab Emirates for Chevrolet, within the category: Automotive.

Lebanon is a country that's thrives on following trends, unfortunately not all areas have the right internet connection and end up being late comers to online fads. So we tackled slow connectivity with humor and used unscripted characters from remote areas in Lebanon to recreate live versions of the Ice bucket challenge and the Harlem-Shake. Film advertisement created by TBWA, United Arab Emirates for Connect, within the category: Electronics, Technology.

An innovative bra that helps underprivileged women in Pakistan detect breast cancer early, overcoming cultural taboos. The Pink Bra turns the everyday action of slipping money inside the bra into a breast cancer self-examination exercise. Direct advertisement created by Tonic, United Arab Emirates for Pink Ribbon, within the category: Public Interest, NGO.

All the things a bank won’t ask, but a fraudster will! Our latest film “It Wasn’t Me”, in collaboration with Dubai Police, gives you the do’s and don’ts of keeping your identity and account secure at all times. #YourSecurityOurHappiness #Dubai#UAE #SecureYourAccount

Direct advertisement created by FP7, United Arab Emirates for FP7, within the category: Agency Self-Promo.

Film advertisement created by Ogilvy, United Arab Emirates for IKEA, within the category: House, Garden.

Discover what happens when curiosity takes over and little Sammy sneaks into the hotel laundry room...!

If you had just bought the worlds largest TV, would you ever want to leave home again? So if you were going to spend all your time indoors, why would you need any outdoors stuff? Saatchi X Dubai created a character (Big Ali Quinn) who decided to give away all his outdoor stuff for free and got the entire city talking about him. Digital advertisement created by Saatchi & Saatchi, United Arab Emirates for Sharp, within the category: Electronics, Technology.

Film advertisement created by BBDO, United Arab Emirates for Johnson & Johnson, within the category: Health.

Film advertisement created by Leo Burnett, United Arab Emirates for du, within the category: Electronics, Technology.

It's a great feeling when you find out the places you go offer Entertainer discounts. So good, it's worth celebrating. Film advertisement created by Misfits Content Creators, United Arab Emirates for The Entertainer, within the category: Electronics, Technology.

Nursery signs, animated nursery rhymes rewritten to raise awareness among parents and kids to learn & detect the early signs of childhood cancer. Highlighting the symptoms in a friendly and non-threatening way to take away the fear and soften this overwhelming subject. We used this friendly tool to open a dialogue between families, because “Early detection, is the best prevention”. Re-imagining nursery rhymes as a new language and normalizing conversation about child cancer. Film advertisement created by Saatchi & Saatchi, United Arab Emirates for C Positive, within the categories: Health, Professional Services, Public Interest, NGO.

Film advertisement created by Science & Sunshine, United Arab Emirates for The Modist, within the category: Fashion.