Babyshop, a children’s retailer, sends a message of unity from the Middle East to the Middle East and to the world, through a surprising perspective, starting with the month of Ramadan. Ramadan is a time of the year when Muslims around the world fast during the day, every day, for an entire month. People wake up, pre-dawn, to eat the morning meal. And they abstain from all food and liquids until dusk. Ramadan serves as a reminder about empathy, tolerance, humanity, unity and togetherness; values that are often forgotten in today’s world beset with prejudice, divisions and walls – both physical as well as emotional. So, this Ramadan, Babyshop, a children’s retailer in the Middle East is inviting people across the Middle East and the world to reconsider accepted thinking and behaviour. In an uncertain time, when the world around us remains divided between “us” vs. “them”, when we’re all building walls between countries, families, neighbours, economic and social statuses and each other, Babyshop is sharing a message of unity during the month of togetherness - but, with a ‘little’ difference; encouraging us to open up our hearts, doors and minds to others by embracing its philosophy of “World Without Walls”. A film on YouTube and Facebook is launching the idea. It follows the journey of a child making his way through an actual world without walls – from his room to his parents’ room to a luxurious Middle East home to a refugee tent to a South Asian home (where a dad is spotted making some morning sandwiches) to an old people’s nursing home and finally, to an orphanage, and beyond. Through the film, Babyshop is encouraging people across the region to share the message of a #WorldWithoutWalls. The brand is also implementing in-store activities, on-ground initiatives, social content as well as a co-creative social media activation to bring #WorldWithoutWalls to people around the region, and around the world too. Film advertisement created by FP7, United Arab Emirates for Babyshop, within the category: Retail Services.

Direct advertisement created by TBWA, United Arab Emirates for Red Tomato Pizza, within the category: Food.

Download the free Tummyfish app: https://goo.gl/mJFkbt Kids love sugary drinks, but think water is boring. As a result, 1 in 4 kids suffer from health issues as they're often dehydrated. So in order to help kids live happier and healthier lives we created Tummyfish, a cute little friend that lives in children's tummies, which they need to care for by drinking plenty of water every day. We produced a colourful storybook telling the tale of the first Tummyfish and how she fled scary seas, seeking refuge in a little boy's tummy after being accidentally drunk in a glass of water. The book supported an app which allowed parents to introduce kids to their very own Tummyfish with a simple camera trick. Kids who improved their drinking habits were rewarded with unlockable toys and mini-games for their Tummyfish, while parents were able to encourage their kids' progress and monitor positive behaviour change with daily reminders and statistics. Integrated advertisement created by Ogilvy, United Arab Emirates for United for Healthier Kids, within the category: Public Interest, NGO.

Reebok looked to engage with its FitGen audience in a new and exciting way to break through the clutter, increasing Reebok brand awareness in the region by creating buzz around our core message that: The Gym is Everywhere. We launched a high impact digital campaign with a customized microsite, inviting people to share their fitness stories from around their cities with #GymIsEverywhere, using hero influencers films to launch the campaign and get people moving. This campaign issued a wake-up call for city residents inviting them to open their doors and get out into the street for a new level of working out with over 1.6M Social Engagements (a 21% Engagement Rate). Integrated advertisement created by Socialize Agency, United Arab Emirates for Reebok, within the categories: Fashion, Retail Services, Sports.

Outdoor advertisement created by FCB, United Arab Emirates for Nivea, within the category: Health.

Ambient advertisement created by FP7, United Arab Emirates for SmartLife Foundation, 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.

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.

CHALLENGE: Dubai Properties needed to raise awareness of their flagship property 1JBR and cement their status as a developer of luxury properties in Dubai. In a market where EMAAR and DAMAC dominate, Dubai Properties needed to cut through the normal dry, bland real estate advertisements and make a noise that couldn’t be ignored. It’s important to note that this ad was not about driving sales but driving awareness of the building and positioning Dubai Properties as a high-end developer. INSIGHT: The truly affluent don’t like flashy displays of wealth, they prefer quiet understatement. Of course, this outlook on life goes against everything that Dubai stands for and is known for. SOLUTION: To position 1JBR as a haven from the flash, gaudy, ostentatious world that most people in Dubai love. Because 1JBR is none of these things, it won’t appeal to the wanna-be try-hards who believe that gold taps and diamond chandeliers are the only way to prove wealth and status. So the strategy became less about focusing on mass attraction, and more about focusing on a slightly subversive selection strategy. Because 1JBR really isn’t for everyone. Film advertisement created by FP7, United Arab Emirates for Dubai Properties, within the category: Professional Services.

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

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

Film advertisement created by Mother, United Arab Emirates for Visit dubai, within the category: Hospitality, Tourism.

Digital advertisement created by Ogilvy, United Arab Emirates for KAFA, within the category: Public Interest, NGO.

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

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

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

du decided to leverage people's passion for movies and partnered with cinemas within the UAE to launch ‘du Tuesday’. On Tuesdays, du would give away two movie tickets for the price of one to their customers. Film advertisement created by Leo Burnett, United Arab Emirates for du, within the category: Electronics, Technology.

Film advertisement created by Serviceplan, United Arab Emirates for Dubai Internet City, within the category: Industrial, Agriculture.