Latest news with #ImpactBBDO
Campaign ME
a day ago
- Entertainment
- Campaign ME
UAE says ‘Cannes-Do' to the ‘impossible'; creates conversations on the Croisette
For the second year in a row, the UAE Government Media Office has attracted incredible attention at the Cannes Lions International Festival of Creativity, with several hundred delegates, attendees and passers-by seen raising their phones to scan the QR Code on a massive billboard that read: 'An ad without a logo. There's only one country that would do something that risky.' Positioned perfectly at the busiest entry points within the heart of the Palais, and on the glass façade overlooking the Croisette, these billboards played on the inherent curiosity of the global creative, brand, marketing and advertising industry. Several similar billboards located within the Palais and along the Croisette also drew eyeballs. Campaign Middle East overheard conversations of the 'bold' and 'disuptive' ads from those who stood watching these billboards while waiting patiently in long queues – in the hopes to lay eyes on global celebrities such as Serena Williams, Jimmy Fallon and Reese Witherspoon. Many visitors and attendees at Cannes Lions raised the question about 'what it would be like to work in a country that is daring enough to have billboards that read': 'If ideas don't seem impossible, we're not interested.' 'You didn't get into this business to resize banners. Let's fix that.' 'Where ideas go from 'nice deck' to 'next landmark'.' Commenting on the campaign, Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, said, 'The UAE Government Media Office returned with louder confidence and sharper intent, taking over the Palais and the Croisette with bold, pointed headlines that did more than catch the eye.' He added, 'The strategically placed outdoor and indoor billboards didn't ask for attention. They earned it. But beyond scale or design, it was the tone that turned heads: not promotional, not ceremonial, but culturally fluent. Made for the creative crowd, by a country that now speaks their language fluently.' With an approach that included out-of-home (OOH) static billboards, digital-out-of-home (DOOH) billboards, and indoor billboards, the campaign created in collaboration with Impact BBDO, was also rolled out across some print publications. Furthermore, the campaign also showed up on digital and social channels as a result of user-generated content (UGC) at Cannes Lions 2025. Reacting to the buzz around the campaign, Ghassan Kassabji, CEO Dubai, CGO MENA, Impact BBDO said, 'The UAE didn't just show up at Cannes Lions. It showed the world what it stands for. If ideas don't seem impossible, they're not enough. This was a bold invitation to dream bigger, do more, and do it from the Emirates.' Ali Rez, Chief Creative Officer, Impact BBDO, added, 'We are beyond proud to have the opportunity to create this bold campaign for the UAE, a place which has always inspired us with its vision of making the impossible possible.' That said, Campaign Middle East also spoke to agency leaders who were not involved in the campaign. For instance, Natalie Shardan, Managing Partner, Serviceplan Group Middle East, and a jury member at Cannes Lions 2025, said, 'If there were a Grand Prix for turning the impossible into reality, the UAE would win it hands down.' She added. 'After 20 years of calling this place home, the UAE's relentless ambition – regionally and on the global stage – still leaves me in awe. And, as someone leading an advertising agency, I know bold messages like this don't just inspire – they attract ambitious creative minds who want to turn possibility into action.' This campaign also closed the loop on 'Bring Your Impossible': The platform launched by the Emirates at Cannes Lions 2024. What began as a campaign has since evolved into a narrative that continues to unfold: A narrative that calls on creators, founders and thinkers to go beyond ambition and move into execution. And, this year, that message was not only reinforced on the streets; but also within the Cannes Lions 2025 jury rooms. Khaled AlShehhi was selected as a PR Lions juror marking a quiet shift in how the UAE is showing up at the highest levels of creative influence. 'We didn't come to Cannes to be seen,' AlShehhi said. 'We came to be part of the conversation on the stage, in the jury room, and on the streets. Our message is simple: if you have an impossible idea, you'll find your partner in the Emirates.' The UAE's presence at Cannes Lions 2025 was further boosted by several UAE-based brands, government entities, and agencies that were seen engaging in the form of panels and partnerships throughout the festival. Additionally, FP7 McCann Dubai, Impact BBDO, VML Dubai and LEO Dubai picked up the coveted metal cat trophies at the Cannes Lions Awards 2025, adding credibility to the Emirates on the global creative stage. There's no doubt about it: These ads weren't just seen; they were felt. They didn't promote; they provoked. They didn't sell; they were invited. They didn't follow; they set a standard. 'And the message was clear,' AlShehhi concluded. 'The Emirates are open for ideas as long as those ideas are impossible.'
Campaign ME
2 days ago
- Business
- Campaign ME
Here's a front row seat of what the industry is talking about at Cannes Lions 2025
Campaign Middle East reports live from Cannes Lions 2025, covering key conversations, exclusive interviews, and on-the-ground insights from industry leaders shaping the future of advertising, media, and marketing. Across the week, our team is speaking with regional and global leaders, attending panel discussions, and spotlighting emerging trends —from purpose-driven creativity to AI-powered campaigns. Here are all the sharp insights, real-time reflections and unfiltered takes from the Croisette. Through Day 1 at Cannes Lions, Campaign Middle East interviewed: Ali Rez, Chief Creative Officer at Impact BBDO Mike Khouri, CEO of Independent Agency of the Year-winning Tactical; Matt Manning, President, dentsu Sports International Aude Gandon, Global Chief Marketing Officer of Nestlé; Tor Myhren, VP of Marketing Communications, Apple helped set the tone for the week; reflecting on the heartfelt keynote presentation, Ali Rez, Chief Creative Officer at Impact BBDO welcomed the focus on creativity, emotion, and storytelling in an increasingly tech-driven industry. He saw it as a strong reminder that human-centric narratives still hold power – even as AI takes center stage. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Tactical's Founder and CEO Mike Khouri reflected on the ongoing push-and-pull between creativity and technology. He emphasised the importance of using tech as an enabler – not a replacement – for original thinking. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Speaking to Campaign Middle East, Matt Manning, President of Dentsu Sports International, discussed the company's latest announcement: officially launching its MENA headquarters in Saudi Arabia as part of its broader global expansion strategy. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Aude Gandon, Global CMO at Nestlé, reflected on her key message from Cannes Lions 2025 which is that creativity is fundamental to driving growth and ROI. She emphasised that creativity is not just a brand-building tool, but a business accelerator. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Through Day 2 at Cannes Lions, Campaign Middle East interviewed: Melissa Hseih Nikolic Director – Product Management, YouTube Ads Reda Raad, Group CEO of TBWA\RAAD Melissa Hseih Nikolic, Director of Product Management at YouTube Ads highlighted the power of open calls and creator partnerships and explained how bringing brands alongside creators helps uncover authentic stories that truly resonate with audiences. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Reda Raad, Group CEO of TBWA\RAAD, reflected on the buzz around AI in the industry. While acknowledging its potential, he cautioned against over-reliance, warning that excessive use risks flattening culture and making creative work look increasingly similar. View this post on Instagram A post shared by Campaign Middle East (@campaignmiddleeast) Follow our real-time coverage across Campaign Middle East's social media channels. Stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
Campaign ME
3 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
08-05-2025
- Business
- Campaign ME
Regional work earns global spotlight at 2025 ANDY Awards
The 2025 ANDY Awards, held at Sony Hall in New York, saw standout entries from the MENA region recognised alongside some of the world's top creative work. Impact BBDO took home Best in Show in the Social Good category for Child Wedding Cards, a campaign developed in partnership with UN Women. The work also received a Gold in the idea category. The agency further picked up three Gold for AnNahar Newspaper's The New President, including one in the Bravery category – marking the third consecutive year AnNahar has won in this classification. The New President was also named Best of Region for Southwest Asia and North Africa (SWANA). FP7 McCann also secured a Gold in the Idea category for Selfless Shelves, developed for Puck. Commenting on the results, Ali Rez, Chief Creative Officer, Impact BBDO, said: 'The ANDYs set one of the highest standards of excellence in the business. The competition is incredibly tough, and the winning list from around the world truly the best of the best. We are honoured to be featured amongst the winners.' Now in its 60th year in 2025, the ANDY Awards continues to highlight work that reflects bold thinking, innovation and creativity across global markets. While the focus remains on ideas rather than format, this year's jury placed strong emphasis on work that challenges conventions. Apart from the regional awards, Canadian agency Courage was named Best New Agency, Rethink repeated its win as Independent Agency of the Year, and production company Smuggler was recognised for its body of work. Network of the Year was a three-way tie between BBDO, DDB and Publicis Groupe.
Campaign ME
01-05-2025
- Business
- Campaign ME
OceanQuest picks Impact BBDO Group as integrated communications partner
OceanQuest, the Saudi not-for-profit foundation dedicated to accelerating ocean discovery and advancing global ocean innovation, has appointed Impact BBDO Group as its integrated communications partner. The mandate spans creative, PR, media, and digital, led by Impact BBDO alongside Impact Porter Novelli, OMD, and Impact Proximity. 'As we embark on this journey, it's vital that our communications reflect the scale of our ambition and invite the world to be part of it,' said Salman F. Kattan, Chief of Staff at OceanQuest. The agency group is tasked with shaping OceanQuest's brand, building global visibility, and engaging diverse audiences through compelling storytelling and strategic campaigns. The group led the successful launch of OceanQuest, unveiling the foundation to the world through an integrated communications campaign that brought together narrative development, media engagement, creative assets, and digital amplification. 'The Impact BBDO Group brings together the creative strength and strategic insight needed to help us inspire global action, build credibility, and shape meaningful conversations about the future of our oceans. Further, we needed a partner truly able to bring all disciplines together — and Impact BBDO demonstrated that strength throughout both the pitch process and the launch.' The partnership aims to reflect OceanQuest's long-term ambition to communicate its mission with clarity, purpose, and impact. Ghassan Kassabji, Chief Executive Officer, Impact BBDO Group Dubai, said: 'OceanQuest represents the kind of purpose-driven initiative we're passionate about — one that demands the full power of integrated thinking across creativity, strategy, media, and engagement. We're proud to support this extraordinary mission and to bring together the right expertise from across our group to help OceanQuest tell its story and drive real-world impact.' OceanQuest, based at KAUST in Thuwal, is aligned with the UN Decade of Ocean Science for Sustainable Development and backed by an esteemed Board of Trustees including Prince Bader bin Abdullah bin Farhan, Yasir Al-Rumayyan, Aiman Al-Mudaifer, John Pagano, Prof. Edward Byrne, and Ray Dalio. The foundation will invest SAR3 billion into ocean research and development by 2050 and aims to support over 150 scientists annually.
