Turning women of Dubai into adidas ambassadors to launch the brand’s first inclusive swimwear collection.
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To launch their new inclusive swimwear collection, adidas introduced Beyond The Surface. A campaign that sparked a conversation about making swimming more inclusive for all women, irrespective of their shapes, ethnicities, abilities, or faiths.
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A competition and reality TV show one year in the making. It received plenty of accolades and became a popular case study on how to naturally and engagingly create branded content.
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Cardinals’ quarterback Larry Fitzgerald leaves a heartfelt voicemail message for his mom who passed away from cancer several years previously. The spot was unscripted and Larry’s recording was executed in one single take.
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To celebrate Mitsubishi’s 100th anniversary, we partnered with the makers of “Pimp My Ride” on an ambitious project: take the original 1917 Model A and rebuild it with a century of innovation.
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Brand collaborations have always focused on partnering with musicians, artists, or other iconic brands. But when it came to Dubai, adidas chose to collaborate with a community made up of over fifty nationalities.
Five new car launches in a year. Here are a few favorites from those campaigns.
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Inviting every woman in Dubai to inspire the region to see impossible as I’m possible.
88% of women in the Middle East believe that sports is not meant for them. We called upon every woman in the city of Dubai to become the faces of a campaign to inspire the whole region to change the perception of sports.
Through social media, we invited them to share photos of what sports means to them along with their story of turning impossible into I’m possible every day.
Every post shared, irrespective of the sport, was turned into billboards across the city in real-time. Each billboard in return become countless pieces of social content, starting conversations about making sports more inclusive across 25 countries.
+250M total reach
Covered in over 25 countries
+100 billboards across Dubai
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adidas made the impossible possible again with a glow-in-the-dark I’m possible basketball court 250m above Dubai.
With the city’s skyline in the background, the glow-in-the-dark basketball court pulsates on top of a 52-floor tower at the heart of the iconic man-made island, The Palm. Built using hundreds of UV black lights, LED panels, and glowing-in-the-dark paint, the construction took about 100 hours of work on the ground. To give a full scale of the feat and show the full palm, a film was shot from a helicopter more than 1,524m above ground.
The I’m Possible court features an illustration of Sudanese-British basketball player, poet, and activist Asma Elbadawi in a bid to inspire a more inclusive playing field. Asma changed the game for women in sports when she successfully overturned in 2014 the International Basketball Federation’s (FIBA) ban on religious headgear in professional basketball. She represents a generation of athletes committed to carving new paths and creating a better tomorrow for themselves and generations to follow.
Through this campaign, adidas reinforced its brand attitude, underlining how sport allows us to achieve our ambitions.
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In celebration of the launch of Saudi Arabia’s 2023 home and away shirts adidas created a campaign that follows a few of the women's and men’s national team players as they journey through Riyadh to present the official jersey to members of diverse communities that make up the DNA of Saudi heritage and sports culture. From the camel herding community of Northern Riyadh who has dedicated their lives to one of the oldest sports in the nation, to the women making waves at the forefront of the motorsports and rally racing industry, and finally the city’s passionate gaming and e-sports enthusiasts – each community was presented with the opportunity to be among the first to wear the jersey as a symbol of togetherness.
At the 2022 FIFA World Cup. Morocco made history for the entire Arab world.
But what won every heart in the region went beyond their never-before-seen performance.
While other countries celebrated every victory together as a team Moroccan players celebrated their wins by rushing into the stands and hugging their mons.
Showing the whole world that for the people of the Middle East, family comes above all else.
So while every brand in the region celebrated the teams success. We dedicated our celebration to the ones the players dedicated every win to. By immortalizing a moment captured of Moroccan icon Achraf Hakimi, right after their very first World Cup win.
The Middle East’s first reality show made completely for TikTok to celebrate the region’s love for all things football.
adidas has always been synonymous with the World Cup. Being the brand that has made every official World Cup match ball since the 30’s, it is the first sports brand that comes to mind when you think of the world’s biggest sporting event.
The World Cup however, is much more than that. With over 5 billion people watching, It is the most viewed spectacle in the whole world. Making this sports event into the biggest entertainment phenomenon.
In addition, 1 out of 7 Gen Z consume most of their World Cup content on TikTok.
We wanted to turn the biggest sports brand of the World Cup into the most talked about brand in the world of entertainment as well.
So we brought together the biggest names in global football, and the biggest Arab content creators of the MENA region to turn all the off-field World Cup action into a show of its own.
Filmed in the heart of the World Cup action in Doha, the show released episodes straight to TikTok in real-time. Capturing the experiences of the players, historic legends, fans and sometimes even movie stars.
By the end of the World Cup, adidas MENA had become one of the most talked about brands on TikTok, even without having its own page on the platform.
Turing all the on-field excitement into something that over a billion people around the region could experience even after the games were done.
Context:
Saudi Arabia is undergoing huge developments and progressive reforms and with that comes a sense of pride, belief and excitement for the future. 23rd of September, Saudi National Day, is treated as an annual celebration of all that the Kingdom has achieved, and the potential of its promising future. LEGO has always celebrated and encouraged creativity in every child whose young minds hold the potential to build the future.
Idea:
Every year, newspapers in Saudi Arabia celebrate National Day by releasing a special edition that celebrates all the kingdom’s key achievements and visions of the future.
So, on Saudi National Day 2020, LEGO rebuilt every article of the National Day edition of one of Saudi Arabia’s leading news publications using hundreds of LEGO pieces.
Each rebuilt article and photograph was edited printed and published within hours of the original hitting the newsstands. Celebrating the heritage and future of the kingdom through the imagination of the kingdom’s children.
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Talking openly about sex in the Middle East is taboo. So we gave everyone a reason to think about it everyday. Without mentioning it even once.
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In social media, trolls were attacking the reputation of University of Phoenix.
Unfortunately for them, the school has almost one million graduates. So we turned them into an online army, and hit back at the critics one-on-one with responses carefully matched to each post.
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Barakat, the UAE’s 100% fresh juice, removed all text, images, and even the logo from the front labels of the brand’s juice bottles leaving only the most important facts on the back: ingredients and nutritional table. This encouraged people to read the nutritional facts rather than labels and become more discerning about what they are buying.
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Maestro Pizza, one of Saudi Arabia’s biggest pizza chains was entering a new market that was already saturated with communication from global pizza giants. With nowhere near as much of a budget as global pizza brands, and a city cluttered with countless pizzeria options, getting noticed as a new brand was next to impossible. So instead of creating our own ad campaign, we just hijacked everyone else’s.
We ran a city-wide promo telling everyone in Dubai that any pizza ad or offer they spotted, no matter which brand they belonged to, could be used as vouchers to get even better offers at the new Maestro Pizza. Effectively turning every pizza ad in Dubai into a Maestro Pizza ad.
The newspaper that becomes a tree.
The region’s leading English news publication “The National” wanted to celebrate the UAE’s 50th Jubilee with an idea that would create social media buzz and drive earned media - the main creative challenge was, at the same time, to celebrate the country's history and to invite all our readers to take a pledge for the future.
The Ghaf Tree is the UAE’s national - it thrives in harsh desert climates for up to 50 years, a growth pattern that is similar to the UAE. It was under these trees that the vision of UAE sprung out of the desert, 50 years ago.
To celebrate the vision of the country founders and, at the same time, to inspire the future of the nation we created a special edition of 'The National' that could be planted to grow into a Ghaf tree.
More than 1.3 Million views (social content) within 24 Hrs
Increase of 170% Brand Mentions
Increase of 127% Positive Sentiment
Increase of 40% Engagement on Instagram
Coverage in 16 countries across 4 continents
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The stakes are much too high to give in to press censorship. A film for World Press Freedom Day.
QuickBooks Online Accountant is business software that helps CPAs save time. To make our point, we brewed them a beer - in the middle of tax season.
Although our target was just 400 accountants, the campaign reached an audience of over 12 million.
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Car modding culture is dominated by men. On International Women’s Day, we proved that real car enthusiasts come in both genders.
With the in-camera magic of parallax, travel miles in a Honda without moving an inch.
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A global brand campaign for Qatar Airways that shows how your experience on board stays with you long after the flight.
Every year, we use up more natural resources than the earth can regenerate. The day we begin to use next year’s resources gets earlier each year. In 2020, it was predicted to be in July.
To dramatize “Overshoot Day” National Geographic commissioned calendars with an hourglass highlighting the countdown.
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In the Middle East, directions are given using famous stores or popular landmarks.
When LEGO opened their flagship store in Riyadh, they created a campaign that reimagined mall directions using several iconic brands that have a presence in the mall as navigation points, without ever mentioning them.
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Regular breast self-checks are encouraged by HCPs but less than 3% of women know the basic steps to perform it. In collaboration with FOCP (Friends of cancer patients), and on the occasion of Pink October, we set to encourage monthly self-checks and raise awareness of the steps for it.
Dance videos are uploaded on social media platforms like Tik Tok and Instagram stories by the millions every day. 94% of these dance videos are uploaded by women.
With that in mind, we recreated one of the most memorable choreographies in the world - the 70’s anthem YMCA and its 4 easy to follow steps, an unforgettable guide to help women to perform their mammary self-check.
1.9M Views
99% positive sentiment
20 regional influencers with a combined +7.7M followers joined the cause
Estimated Media Value: 500k USD
92x Return on Investment
Millions of women in the region can now spread the care with a dance that saves lives
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adidas frames the future for the next generation.
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Fact 1: The UAE national day is an occasion that nationals and expats alike, celebrate, every year - the country being home to over 200 nationalities. Fact 2: Barakat is one of the oldest fresh juice brands in the UAE and while it is loved by millions, not everyone knows that Barakat is actually a proud local brand. Fact 3: Gen-Z do not respond to one-sided comms from brands. They like to play an active role in the narrative, they like to feel inspired by what brands put out there, and only then do they really feel connected to it. So, for the country’s golden jubilee, we had two objectives: to involve our audience in the celebration of the country and enforce our sense of national pride.
‘Barakat’ is Arabic for Blessings. And so #BarakatOfTheUAE has a double meaning: ‘Barakat is from here and is of the UAE’ and also ‘blessings of the UAE.’ So we used that to start up a conversation on social: ‘What are your blessings of the UAE?’ and turned all that the people of the country consider blessings into iconic packaging.
On National Day, we released limited-edition bottles with the inspiring works of art turned into special labels, across all supermarkets in the country. Making every bottle a celebration of every blessing that makes us all proud to call the UAE our home. Outdoor, the works of art were turned into unique posters, and on Snapchat, the art came to life with interactive filters for people to create their own National Day greetings.
109% increase in positive sentiment
PR coverage in 7 countries across 4 continents
The whole edition sold out
Increase in sales vs the previous period
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