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Campaign ME
4 days ago
- Entertainment
- Campaign ME
The MENA shortlists at Cannes Lions 2025
The Cannes Lions Festival of Creativity is in full swing for its 2025 iteration, with thousands of creatives and advertising flocking to the city's Palais des Festivals et des Congrès for a week of celebrating creativity within the advertising industry. The Middle East has shown up in full force, with strong entries to the Festival's broad range of categories. 43 campaigns from regional shops have made it to the shortlists across 17 categories. Here's a breakdown of the campaigns up for a chance of walking away with a metal cat: This campaign for the UK's Waterstones has collected two shortlists for the Festival's Digital Craft – Data Storytelling and Design Lions – Books categories. HungerStation's The Shaded Route has picked up two shortlists in the Digital category – for Data Storytelling and Real-time Usage & Targeting. The campaign was also shortlisted Health category, shortlisted under Health & Wellness Tech and a Brand Experience & Activation Lions for Tech-Led Brand Experience. Publicis Middle East stands a chance to win a Digital Craft Lion under the Personalised Storytelling & Experience category for its work for KitKat. This work from Impact BBDO has been shortlisted for the Festival's Digital Craft – AI Storytelling category. It's also been shortlisted for two Creative Strategy Lions: Media/Entertainment and Brave Brands. This work from Billboard Arabia by SRMG Labs is up for three metal cats under the Audio & Radio category. The work has been shortlisted for the Use of Audio and Radio as a Medium, Single-Market Campaign and Social Behaviour. In the Entertainment category, the campaign has been shortlisted under Diversity & Inclusion in Entertainment and Audio Content. VML Riyadh is up for two Audio & Radio Lions for its Speak My Language campaign for stc. The campaign stands a chance to win in the Voice Activation category and Use of Audio & Radio Technology. This traditional radio spot by FP7 McCann, Dubai and McCann Health Dubai for Harley Davidson is shortlisted for a Corporate Purpose & Social Responsibility Audio & Radio Lion. The campaign is also shortlisted for a Media Lion under the Audience Insights category. This spot by FP7 McCann, Dubai for McDonald's is up for an Outdoor Lion under the Social Behaviour category. This campaign from FP7 McCann, Dubai forTesticular Cancer Society is shortlisted for three Lions. Under the PR Lions category the campaign is up for the Use of Events & Stunts and Breakthrough on a Budget. It also stands a chance to win an Outdoor Lion under the Use of Humour category. LEO Dubai has collected four shortlists for its work for NBA India across its isolated campaigns named after prominent professional NBA basketballers. The work stands a chance to win a Print & Publishing Lion under the Travel, Leisure, Retail, Restaurants & Fast-food Chains category. This work for UN Women by Impact BBDO, Dubai is up for a Cultural Engagement Lion under the Print & Publishing category. This work from Saatchi & Saatchi Middle East for Nana has been shortlisted for a Design Lion under the Books category. Digitas Dubai's work for Salam has earned a shortlist for the Design for Behavioural Change category under the Design Lions. This campaign from Billboard Arabia by SRMG Labs is shortlisted for Design Lion under the Promotional Items/Promotional Printed Media. Riyadh Season's Everything or Nothing by BigTime Creative Shop is up for a Film Craft Lion under the Production Design/Art Direction category. This spot from Riyadh Season is up for a Film Craft Lion under the Use of Licensed/Adapted Music category. Saudi Arabia's BigTime Creative Shop is the entrant company. This spot from BigTime Creative Shop has been shortlisted for a Film Craft Lion under the Visual Effects category. It has also secured a shortlist for an Entertainment Lions for Sport under the Use of Humour category. Al Joumhouria has picked up two shortlists for its campaigns 'Explosion' and 'Home' for an Industry Craft Lion under the Art Direction: Print & Publishing category. It's Uncensored Press: Breaching The Algorithm campaign has also been shortlisted for a Creative Data Lions under the Use of Print subcategory. The work was submitted by TBWA\RAAD, Dubai. This work from HAVAS Middle East for adidas has picked up an Industry Craft shortlist under the Illustration: Outdoor category. Arla's Recipe For Change was shortlisted twice for an Engagement Lion under the Brand Experience category and the Targeting & Engagement category. The work was also shortlisted under two categories for the Brand Experience & Activations Lions, under Consumer Goods and Market Disruption. The campaign also bagged a shortlist for a Creative Business Transformation Lions. This work from HungerStation by VML in Dubai has picked up five shortlists at Cannes Lions 2025. In the Engagement category the campaign was shortlisted for a Creative B2B Lions under the Targeting & Engagement sub-category. The work also picked up a shortlist for a Creative Data Lions under Data-Driven Targeting, and Data-Driven Consumer Product. Adding to this, the campaign was shortlisted for a Brand Experience & Activation Lions under the Social Engagement & Integration for Live Experience category and the Creative Commerce Lions under the Social Behaviour category. This work from Saatchi & Saatchi Middle East in Dubai for ItsHerWay is shortlisted for a Creative B2B Lions under the Corporate Purpose & Social Responsibility Category. It's also shortlisted for a PR Lions under the Consumer Services/Business to Business category. This work for OMO picked up a Direct Lions shortlist under the Consumer Goods category. VML, Dubai adds to its list with this campaign for Dubai Tourism which is shortlisted for a Direct Lions under the Use of Mobile category. Impact BBDO's work for Easypaisa picked up a Media Lions shortlist under the Healthcare category. This work from Saatchi & Saatchi Middle East / Publicis One Touch, Dubai is shortlisted for a Creative Data Lions under the Use of Events & Stunts. This campaign for Pizza Hut by Publicis Middle East is shortlisted for two subcategories under the Media Lions for the Use of Social Platforms and the Innovative Use of Influencers/Creators. This work is shortlisted for a PR Lions for the Use of Events & Stunts. This work by VML Riyadh for KUDU has been shortlisted for a Social & Creator Lions under the Travel, Leisure, Retail, Restaurants, & Fast-Food Chains category. This work from TBWA\RAAD for KFC has been shortlisted for an Entertainment Lions for Gaming for the Use of Gaming/Streaming Platforms. This spot from BigTime Creative Shop for The Ring has been shortlisted in three categories for an Entertainment Lions for Sport: Brand Storytelling, Sports Live Experience and Innovation in Sport. Another spot from BigTime Creative Shop for Riyadh Season has been shortlisted for an Entertainment Lions for Sport under Fan Engagement/Distribution Strategy This work for AnNahar from Impact BBDO has been shortlisted for a Creative Strategy Lions and a Creative Business Transformation Lions under Long-Term Brand Platform. This work for EBM from Impact BBDO is shortlisted for a Film Lions under the Local Brand subcategory. This work from Saatchi & Saatchi ME for Carrefour has been shortlisted for a Brand Experience & Activations Lions under Cultural Engagement. This work from LEO, Jeddah/ Saatchi & Saatchi Middle East, Dubai for Saudia Airlines is shortlisted for a Brand Experience & Activations Lions under Social Behaviour. This work for Arabian Automobiles Company from TBWA\RAAD has been shortlisted for two Creative Business Transformation Lions under New Relationship Models and Venture Models & Corporate Innovation. This campaign from UN Women by Impact BBDO has been shortlisted for three Creative Effectiveness Lions under Creative Effectiveness for Good, Not-For-Profit/Charity/Government and Breakthrough on a Budget. See all the shorlisted and winning work from Cannes Lions this year here.
Campaign ME
11-06-2025
- Business
- Campaign ME
Cannes Lions 2025 contenders: MENA campaigns to keep an eye on
With just days to go for the Cannes Lions International Festival of Creativity 2025 expectations for the MENA region are riding high – especially given that agencies from the UAE and KSA picked up 22 Lions and a Grand Prix in 2024. As a result of this success last year, the UAE climbed three spots to claim the eighth spot globally on the Lions Creativity Report 2024 – the Cannes Lions definitive rankings of countries – which has become the global benchmark for impactful creativity and creative effectiveness. This year, Cannes Lions has also announced several updates in awards criteria for its 72nd edition. Among the most significant changes this year is an increased emphasis on representation and inclusivity, with new measures aimed at broadening access and updating award categories to better reflect the evolving creative industry. A new sub-category dedicated to long-term brand platforms has been introduced across several Lions. The addition aims to spotlight campaigns that demonstrate long-term effectiveness, foster brand loyalty, and deliver measurable business outcomes through ongoing creative efforts. Additionally, the Social & Influencer Lions have been renamed Social & Creator Lions, reflecting the increasing prominence of the creator economy. For 2025, Campaign Middle East has compiled a list of some campaigns that industry leaders have hailed as top contenders from the region. The list below comprises: Name of the campaigns, Name of the clients, Agency that made the submission, Links to the campaign hero videos or creatives THE DARK CIRCLE SALE Client: Home Centre Agency: LEO Lebanon SAFE AT 3AM Client: Dubai Tourism Agency: VML Dubai Client: Testicular Cancer Society Agency: FP7 McCann MENAT Client: KFC Agency: TBWA\RAAD Client: McDonald's Agency: FP7 McCann MENAT Client: Nana Agency: Saatchi & Saatchi UAE Sieh dir diesen Beitrag auf Instagram an Ein Beitrag geteilt von Nana Arabia (@nanaarabia) Client: HungerStation Agency: VML Dubai Client: Visa Agency: Saatchi & Saatchi UAE Client: Transparency International Lebanon Agency: TBWA\RAAD POST POST CREDITS Client: Kraft-Heinz Agency: FP7 McCann MENAT THE GREAT INDIAN DUNK Client: NBA Agency:LEO UAE Client: Al Joumhouria Agency: TBWA\Raad THE SUPER SUB Client: Kudu Agency: VML Riyadh Client: King Faisal Specialist Hospital & Research Centre Agency: Publicis Middle East Client: Pizza Hut Agency: Publicis Middle East Client: Home Centre Agency: Publicis Middle East FOR THE LOVE OF KUDU Client: Kudu Agency: VML Riyadh
Arab News
20-05-2025
- Business
- Arab News
McCann Content Studios expands footprint to Saudi Arabia
DUBAI: Middle East Communications Network's social media and creator-focused practice McCann Content Studios is expanding to Saudi Arabia. Operating as part of creative network FP7 McCann in Riyadh, the studio aims to meet clients' requirement for social media-led campaigns and influencer partnerships. 'Our expansion into Saudi Arabia is a strategic step forward — not just in footprint, but in how we partner with brands in a market that continues to lead regional transformation,' Tarek Miknas, CEO of FP7 McCann Middle East, North Africa and Turkiye, told Arab News. He added: 'For us, this is about more than scaling services; it's about building enduring partnerships rooted in trust, performance and relevance — and ensuring we're structurally set up to support the ambitions of the Kingdom's most dynamic brands.' The studio first launched just over a year ago and has since doubled in size, with operations across Dubai, Cairo and Beirut. It employs more than 100 people, and its services include strategy, creative, social, influencer marketing, production, community management and performance tracking. Fahad Mugharbel, social media director of FP7 McCann, will lead the practice from Riyadh. Before joining FP7 McCann in April, he worked at Saudi-based entertainment firm UTURN for more than four years. The Kingdom is defined by 'pace, ambition and evolving expectations,' and clients believe 'content must do more,' said Amr El-Kalaawy, regional managing director of FP7 McCann Saudi Arabia. The move is therefore a 'natural next step in our growth — one that reflects both the scale of opportunity and the level of partnership our clients expect,' he added. Going forward, McCann Content Studios plans to expand its 'capabilities in data-led content performance and deepen our creator ecosystem,' El-Kalaawy said.
Zawya
19-05-2025
- Business
- Zawya
McCann Content Studios ME bolsters regional growth with expansion into KSA market
Riyadh, Saudi Arabia: Building on a year of strong growth across MENA, McCann Content Studios ME is expanding its regional footprint with a new office in Saudi Arabia, reinforcing its commitment to delivering agile, insight-led, and culturally relevant content solutions. Operating as part of FP7McCann Riyadh, McCann Content Studios is embedded in the Kingdom to meet growing client demand for content that performs, from social-first campaigns and influencer partnerships to scalable, platform-native production. Since launch, regionally the studio has more than doubled in size, with a 150% increase in talent, expanding to a team of over 100 specialists and investing in a fully integrated content ecosystem. Its model brings together strategy, creative, social, influencer marketing, production, community management, and performance tracking all under one roof. This unified model enables brands to move at greater speed and clarity across platforms, as McCann Content Studios scales its ability to deliver locally relevant, always-on campaigns at the speed of culture — while maintaining the rigor and consistency of a globally connected model. These efforts are rooted in a long-term vision: to help build enduring brands that stay relevant, resonate deeply, and grow with their audiences. 'At McCann Content Studios, we're not just producing content — we're building future-fit models that help our clients stay culturally relevant and commercially resilient,' said Tarek Miknas, CEO of FP7McCann MENAT. 'Everything we do is designed to move at the rapid pace of the region's transformation. We believe content that earns attention is built on truth — cultural, social, and human — and the brands that endure are those that connect meaningfully, consistently, and with purpose.' With global social media ad spend projected to reach $276.7 billion by 2025, and 93% of marketers planning to increase social investment, the shift toward short-form, high-impact content is accelerating. 78% of consumers now prefer discovering products via short-form video, reshaping brand expectations and content delivery at every level. 'Every client conversation today centres around one thing: how to create content that not only connects but performs,' said Amr El Kalaawy, Regional Managing Director, FP7McCann KSA. 'With McCann Content Studios now fully integrated into our Riyadh offering, we're bringing clients closer to the full process, from insight to execution, with a team that understands the pace, platforms, and cultural nuance of this market.' Positioned at the intersection of creativity and culture, McCann Content Studios empowers clients to go beyond campaign thinking — delivering real-time, always-on storytelling that connects and converts. Its influencer capabilities span creator sourcing, partnerships, contract management, deployment, and ROI tracking, tailored to local platforms and audience behaviors. As part of the KSA expansion, Fahad Mugharbel has been appointed Social Media Director, based in Riyadh. With deep expertise in media, content, and platforms — and a strong connection to Saudi's creator economy — Fahad will focus on strengthening performance, content relevance, and platform strategy for clients across the Kingdom. 'We're not here to simply make content — we're here to build brand value,' added Ibrahim Hasan, Head of Digital, McCann Content Studios. 'Our growth reflects how clients now view content — not as a support function, but as a key business driver. By investing in locally grounded talent, we're able to deliver faster, more culturally attuned solutions through an integrated model built for real impact.' The KSA office builds out on the established infrastructure of McCann Content Studios across Dubai, Cairo and Beirut. About FP7McCann Established in Beirut in 1968, FP7McCann is a full-service creative agency, with connected marketing solutions across advertising, digital, social and production. As one of the largest regional networks, FP7McCann has 14 offices across 14 countries. The agency network has been consistently recognized for its standout creativity, effectiveness, and culture; recent highlights include being the no. 1 most awarded agency in MENAT at Cannes Lions 2023, no. 1 MENAT agency at NY Festivals and the Webby Awards 2023, Agency of the Year at the MENA Effie Awards for eight consecutive years and receiving the prestigious Great Place To Work accolade in 2023. FP7McCann is part of McCann Worldgroup, one of Fast Company's Most Innovative Companies of 2023. FP7McCann is also a flagship agency of the MCN (Middle East Communications Network) group. For more information, visit: About McCann Content Studios: McCann Content Studios is the Middle East's leading hub for social and creator capabilities, offering a uniquely integrated approach across Social, Production, and Influencer services. With a team of around 100+ professionals, the studio simplifies the process for clients, delivering comprehensive solutions that include creative services, audience development, creator partnerships, and performance measurement. By combining full-service social and creator strategy under one roof, McCann Content Studios leverages regional insights and the global scale of the McCann network to provide end-to-end solutions tailored to each client. Trusted by brands including Heinz, Arla Foods, and McDonald's, the studio ensures impactful, creator-led campaigns across multiple markets. About MCN MCN (Middle East Communications Network), part of IPG, is a leading advertising and marketing communications group in MENAT, which partners with clients to build enduring brands. MCN's multi-discipline agencies, spanning creative, media, digital, PR, data, brand experience and specialist marketing, include globally renowned agency brands; FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth/McCann, Jack Morton, Octagon and Current Global. With approximately 2,000 employees across 11 markets, MCN is committed to cultivating an inclusive environment where talent can thrive, earning recognition as a Great Place to Work for three consecutive years (2023–2025), awarded as Fast Company's Most Innovative Companies in 2024, and winning Agency Network of the Year 2024 by Campaign Middle East. Connect with us on LinkedIn and Instagram. For more information about MCN and our leading agencies, please visit For media and PR inquiries, please reach out to: Roksar Kamal, PR Manager Email:
Zawya
13-05-2025
- Business
- Zawya
FP7McCann Doha wins multi-year strategic marketing & communications partnership with Ooredoo Qatar
Doha - FP7McCann Doha has been appointed as the integrated marketing and communications agency partner for Ooredoo Qatar. The multi-year partnership, effective from March 2025, will see the agency lead creative strategy, digital, content, and production services across all consumer and business segments. This appointment represents a pivotal moment in the growth journey of both brands, building on FP7McCann's 30 years of momentum across the MENAT region. FP7McCann Doha will work closely with the Ooredoo marketing and brand teams to drive consumer engagement, strengthen brand equity, and support business growth through impactful, insight-driven creative solutions. As part of the mandate, FP7McCann Doha will oversee end-to-end communications across Ooredoo's portfolio. The scope includes brand and marketing strategy development, integrated creative campaign ideation and execution across ATL, BTL, digital, social, and experiential platforms, digital marketing and content creation, social media management and planning, full-scale production across TVCs, radio, digital, and OOH, creative support for events and activations, and performance reporting and campaign analytics. The agency's integrated model is designed to align creativity with business objectives, ensuring measurable impact and long-term brand value. Mohamed Kabbani – Director Campaigns & Creative Studios – Ooredoo Group says: We looked for a partner who could combine creative vision with a deep understanding of our business and customers, and FP7McCann brought both the strategic expertise and creative energy we need for the next chapter. Their strong regional presence and proven track record across diverse markets made them a natural choice for this next phase of our brand journey. We're looking forward to what we'll build together.' Commenting on the win, Moustapha Mikaty, General Manager at FP7McCann Doha, said: 'This partnership is a true meeting of minds. Ooredoo is one of the most recognised and respected brands in the region, and we're proud to support their next chapter with brand-building ideas that deliver tangible business results. Our focus will be on combining data, creativity, and cultural insight to drive deeper customer engagement and measurable impact.' The win also reflects the agency's continued investment in Qatar's marketing landscape, where it made history as the first agency to bring a Cannes Lions award home to the country, reinforcing the nation's presence on the global creative stage. For media and PR related inquiries, please reach out to: Roksar Kamal, PR Manager About FP7McCann Established in Beirut in 1968, FP7McCann is a full-service creative agency, with connected marketing solutions across advertising, digital, social and production. As one of the largest regional networks, FP7McCann has 14 offices across 14 countries. The agency network has been consistently recognized for its standout creativity, effectiveness, and culture; recent highlights include being the no. 1 most awarded agency in MENAT at Cannes Lions 2023, no. 1 MENAT agency at NY Festivals and the Webby Awards 2023, Agency of the Year at the MENA Effie Awards for eight consecutive years and receiving the prestigious Great Place To Work accolade in 2023, 2024 and 2025 and awarded as 2# MENA Agency of the Year in Dubai Lynx 2025. (rewrite) FP7McCann is part of McCann Worldgroup, one of Fast Company's Most Innovative Companies of 2023. FP7McCann is also a flagship agency of the MCN (Middle East Communications Network) group. For more information, visit: About MCN MCN (Middle East Communications Network), part of IPG, is a leading advertising and marketing communications group in MENAT, which partners with clients to build enduring brands. MCN's multi-discipline agencies, spanning creative, media, digital, PR, data, brand experience and specialist marketing, include globally renowned agency brands; FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth/McCann, Jack Morton, Octagon and Current Global. With approximately 2,000 employees across 11 markets, MCN is committed to cultivating an inclusive environment where talent can thrive, earning recognition as a Great Place to Work for three consecutive years (2023–2025), awarded as Fast Company's Most Innovative Companies in 2024, and winning Agency Network of the Year 2024 by Campaign Middle East. Connect with us on LinkedIn and Instagram. For more information about MCN and our leading agencies, please visit
