Film advertisement created by Misfits Content Creators, United Arab Emirates for Visa, within the category: Finance.

With the launch of the seventh generation Patrol in the Middle East, Nissan wanted to make a big impression on a trim budget. So to show our audience that Patrol means luxury, we brought them a new level of premium. Test Drive on Command is a banner that transforms the conventional test drive into a VIP experience and brings the Patrol directly to the busy professional. Digital advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.

Digital advertisement created by Ogilvy, United Arab Emirates for Berlitz, within the category: Education.

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.

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

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

The UAE automotive industry has experienced exponential growth in the last few years, generating records of demand for car parts.  But such scenario has also collaborated to increase an old problem in the region: the enormous amount of fake spare parts being offered on the market. As most drivers in Dubai think they can easily tell a fake car part from a real one, unauthorized car shops have their clientele guaranteed. As a result, one out of four cars is fitted with fake spare parts. To change drivers' attitude, AWR Arabian Automobiles and its Nissan Service Center/Genuine Parts division created KEFA, the fakest spare parts ever, and introduced it to car fans at the Dubai International Motor Show. A shower drain, a printer toner, and kitchen strainer were respectively presented as a brake rotor, a fuel injector, and an air filter, each one with its very own package. With more than one hundred car fans interviewed, less than 6% were able to notice the scam. The best reactions were compiled in an online film, meant to prove that, when it comes to car parts, it’s better to rely on genuine products and on authorized service centers. Film advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.

Film advertisement created by Leo Burnett, United Arab Emirates for McDonald's, within the category: Food.

A story of how 17,793 nails have changed the lives of UAE's blue-collar workers' children. Ambient advertisement created by McCann, United Arab Emirates for SmartLife Foundation, within the category: Public Interest, NGO.

Most of us know summer for being hot, steamy and a more than a little temperamental. And now, ‘he’s’ in town (wearing what can only be described as Miami Swag meets Milan Chic), and he’s teamed up with Yas Island Theme Parks to help you get away from the same old summer getaway this year. Whether you’re a tourist coming to the UAE for a vacation or a resident wondering how to spend your scorching summer, it’s hard not bump into the endless offers, promotions and promises of an ‘awesome’, ‘big’ or ‘unforgettable’ break – they all sound, look and even offer the same old stuff TBH. But has anyone ever wondered what Summer has to say about all of these claims made on his behalf? That’s exactly what the folks at Yas Island Theme Parks are answering this year. Home to not one, but two, award-winning indoor theme parks (Ferrari World Abu Dhabi & Warner Bros. World™ Abu Dhabi) and the World’s Leading Waterpark (Yas Waterworld), Yas Island Theme Parks means business when it comes to fun. But don’t take their (or our) word for it. Let Summer (the actual season) tell you, in all his sizzling sassiness, why #SummerSaysYas. Film advertisement created by McCann, United Arab Emirates for Yas Island Theme Parks, within the category: Hospitality, Tourism.

Digital advertisement created by FP7, United Arab Emirates for Batelco, within the category: Electronics, Technology.

Last September, Saudi Arabia surprised everyone by lifting the Women Driving ban, a historic ruling that will take effect by June 2018. But although the entire world has celebrated the decision, a big chunk of the Saudi male population has shown resistance to it. This has made many Saudi women hesitant about applying for a license when the time comes, fearing their closest male relatives will disapprove. They are in need of confidence and support. So Nissan Middle East decided to invite a few of them to a driving lesson, but not just any driving lesson, but one taught, to their surprise, by the very people they thought would disapprove; their fathers, brothers and husbands. To see the full experience Nissan has created a film, meant to encourage and empower women all over Saudi. With a clear message given by the men involved: When the time comes, the decision to drive, will be entirely up to you. By using #SheDrives Nissan is also inviting everyone to share their messages of support. Film advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.

To celebrate mothers in the Middle East, around Mother’s Day recently, Babyshop, a leading Middle East retailer, along with its agency, has created a new Arabic word: Al Umobuwah. Arabic contains a variety of words that stem from paternal-centered roots, including the word for “parenthood”. Written “الابوة” and pronounced “Al Obuwah”, it translates into “fatherhood”, omitting mention of the mother. Other words for “parenthood” such as the one from UN called “Walediya” are also derived from paternal-centered roots. To represent a brand that stands for “Celebrating parenthood”, the agency worked with a team of Arabic writers to introduce a new Arabic word to include mothers and fathers. “الأموبوة”, pronounced “Al Umobuwah” translates into “Motherhood & Fatherhood”, and gives both parents equal representation in the word. With the introduction of “Al Umobuwah”, Babyshop wishes to recognize and celebrate mothers not just for Mother’s Day, but for every other day. An online video launched to share the idea and purpose behind the campaign, features people who have embraced and used the word. Arab Influencers have shared the idea and are endorsing it and are creating social media interactions with their followers around it. The word will also be shared across schools. A new clothing line titled“Al Umobuwah” has been launched for toddlers, infants, kids, teens and adults with a show planned to introduce the collection. The campaign includes in-store and out-of-store interactive experiences, to get people acquainted with the word, eventually aimed at getting this word into the Arabic dictionary. Film advertisement created by FP7, United Arab Emirates for Babyshop, within the category: Retail Services.

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.

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.

Emirates unveiled a video today featuring popular players from Real Madrid on board the iconic Emirates A380. The video includes Sergio Ramos, Gareth Bale, Marcelo Vieira, Karim Benzema, Toni Kroos, and Carlos Casemiro and shows the players discovering unlikely talent at 40,000ft. Film advertisement created by Buzzman, United Arab Emirates for Emirates, within the category: Transport.

Fatima attends an international school in Dubai, Shirley is her best friend. They spend all their time together, chatting, having fun, and occasionally getting in trouble for it. When Fatima tries to return Shirley’s missing lunchbox, she receives an unexpected gift that brings them even closer. Fatima and Shirley explore themes of empathy and tolerance, the central tenets of Ramadan, from the point of view of two young friends, who despite their backgrounds, find common ground every day. It’s a heartwarming day in the life film for the global market with nuanced and authentic performances by two wonderful young actors, who bring each moment to life. Film advertisement created by Rapp, United Arab Emirates for Apsara Pearl, within the categories: Food, Public Interest, NGO.

Digital advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.

The Challenge: Standard Chartered Bank wanted to promote their credit card benefits during the month of Ramadan. The Opportunity: Rather than feeding people the same old clichés, we cut through the clutter of Ramadan advertising by tapping into the social aspect of the season. We chose to engage – not advertise. The Idea: My Majlis is the world’s first game that brings the ‘Majlis’ or Ramadan tent experience to life. The game mirrors the real world ‘Majlis’ experience, bringing family and friends together virtually to relax and socialize. Fans create their own ‘Majlis’ or tent, purchase furniture, decorate and invite guests to visit, all using Standard Chartered credit cards. The most popular ‘Majlis’ rated by guests wins ‘Majlis’ experiences in real life. The Results: In just 4 weeks, more than 15,277 fans played My Majlis, on average spending over 7 minutes per visit playing the game. The most popular ‘Majlis’ (with an impressive 2,006 guests) took home the big Eid getaway weekend prize! Not only did consumers share a social experience that was relevant to them, they also learned about the benefits of Standard Chartered cards through gameplay. In just a few weeks, Standard Chartered went from being just another bank to becoming the most socially engaged bank in the United Arab Emirates, with clear product benefits. Digital advertisement created by TBWA, United Arab Emirates for Standard Chartered, within the category: Finance.