Physically abusing a woman is prohibited in every religion. Yet, it happens. In Islam, men have been found misuse phrases from religion as a justification for domestic violence; such as “If you want your wife’s attention, you may get it with a light tap.” (Religious verse in Islam) If even a tap hurts one’s wife, it is not acceptable, because Islam commands men to be kind and compassionate to women, and if they hurt a woman, it is said to be hurting God. But men misuse the ‘light tap’ as a justification for physical domestic abuse as those light taps escalate and cause serious harm to women. We turned the “Tap” feature of Instagram Stories into a tool against domestic abuse. And showed men that what they misused as a ‘light tap’ was actually domestic abuse. Through a woman’s profile, we followed men as they were drawn to visit her profile on Instagram (@lifeof_farah) and uncover her Instagram story by tapping on the Play button. Then, as they tapped through her Instagram story, they saw how a light tap can escalate. Digital advertisement created by FP7, United Arab Emirates for Foundation for Women and Children, within the category: Public Interest, NGO.

From the under-the-seat shoe drawer to the extra large glovebox, the 2011 Nissan Micra makes the most out of what it’s got. So to reach drivers who value space savvy functionality, we created a banner that follows Micra’s lead. A banner SO clever with space, you can use the ad to sell your car. Digital advertisement created by TBWA, United Arab Emirates for Nissan, within the category: Automotive.

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

The biggest challenge for rescue organizations in the UAE and globally is convincing people that mixed breed dogs are as trainable and as adoptable as pure breeds, hence the old saying “You CAN'T teach an old dog a new trick." So for its latest campaign, SNIFF decided to go the extra mile by getting abandoned mix breed dogs to play and enjoy the most passionate sport of the region, Football and support world class teams as Real Madrid and Barcelona. Film advertisement created by TBWA, United Arab Emirates for Sniff, within the category: Pets.

Film advertisement created by Misfits Content Creators, United Arab Emirates for Washmen, within the category: Electronics, Technology.

Recognizing that electric vehicle range anxiety is still very much an issue in consumers’ minds, Chevrolet created the first-ever 520km-long banner. The brand used innovative Android-based technologies to interactively demonstrate the Bolt EV’s long-range capabilities. Converting kilometers into pixels – 1,965,379,091 pixels to be exact – Chevrolet designed a mobile experience that challenged Android users to swipe and drive their virtual Bolt EV down a 520km-long scrolling banner until they reached the finish line. It took Android users five and a half hours of continuous scrolling to reach the end of the banner – no easy feat! Fortunately, the journey was filled with Easter Eggs and encouraging quotes to keep the scroller going. During the 2-week campaign, users spent 852 hours (35.5 days) on the banner and made a whopping 1,525,348 finger scrolls down the road. Average time spent on the banner was 8.37 seconds, which is over 9x the average time a user spends on any banner. In total, all users scrolled enough to travel 37,975,000 kilometers. For comparison, that’s almost 100x the distance from the Earth to the Moon. To prove digital doesn’t just stay in the virtual world, the participation users put into our banner ended up with 40 footfall leads to showrooms. Digital advertisement created by McCann, United Arab Emirates for Chevrolet, within the category: Automotive.

Huawei P10 latest online video titled ‘What is your story?’ encourages people to see beyond what is right in front of them, and adjust their focus, shining a light on the changing landscape of a more progressive and empowered Arab female. In the first week, the online video has gathered over 9.2 million views on YouTube and social media platforms. Digital advertisement created by Saatchi & Saatchi, United Arab Emirates for Huawei, within the category: Electronics, Technology.

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.

Whether it’s being fired, an intervention or a surprise in the family, don’t you wish you could have seen these things coming? On the road you can with Audi Pre-sense technology, where your Audi identifies critical situations in advance and helps you to avoid them. Audio advertisement created by Tonic, United Arab Emirates for Audi, within the category: Automotive.

With the Pepsi Vintage chatbot, users can take a trip down memory lane to see how the Pepsi can looked in the year they were born! Launched through out the Middle East this unique Pepsi chatbot also let users create their customized Pepsi cans with their name's on it. You could also buy online or buy in store once you browse through the vintage Pepsi cans. Users can search for "Pepsi Vintage Chatbot" on Messenger or visit https://m.me/PepsiVintageChatbot to interact it! The chatbot was built by alivenow, a leading digital agency with a focus on tech. Digital advertisement created by AliveNow, United Arab Emirates for Pepsi, within the category: Non-Alcoholic Drinks.

Digital advertisement created by Ogilvy, United Arab Emirates for ACDelco, within the category: Retail Services.

Direct advertisement created by FP7, United Arab Emirates for Emirates NBD, within the category: Finance.

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

We live in a world where social media has become an integral means of communication. These channels have opened the doors to reunite with old friends and share our updates and happy moments with them. Today, people have taken social media usage to a new level, where they tend to overshare their personal information and details of their daily routine – not realizing how much information is too much. For example, they’ve got a vacation coming up, a new car, a new born child and other moments they’d like to share with everyone - everyone including people they don’t know very well. The problem is, we really don’t know who is monitoring our lives on social media and who might take advantage of the collected information that could harm us. Most of the social media users in the UAE rarely think about the risks involved when sharing sensitive personal details online. Recent statistics reveal that 2 in 5 people in the UAE are victims of cybercrimes. Film advertisement created by Leo Burnett, United Arab Emirates for du, within the category: Electronics, Technology.

Burger King putting an emotional and funny spin on ‘Have It Your Way’ Thw story is about two Saudi guys on holiday in the states. They’re having burgers with two typical American girls. The resulting conversations are pretty funny. Film advertisement created by Tonic, United Arab Emirates for Burger King, within the category: Food.

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

Film advertisement created by Misfits Content Creators, United Arab Emirates for Tajawal, within the category: Hospitality, Tourism.

Film advertisement created by JWT, United Arab Emirates for HSBC, within the category: Finance.

Digital advertisement created by FP7, United Arab Emirates for Emirates NBD, within the category: Finance.

Digital advertisement created by BBDO, United Arab Emirates for Snickers, within the category: Confectionery, Snacks.