The_Canvas_of_Creative_Mastery_Newsletter_September_2024

Explore global ad gems, enrich with case studies, tap into tech trends, and unveil our latest masterpieces.

1. the canvas of
creative mastery
september edition

2. ad horizon
advertisements beyond borders

3. Steve Harvey, renowned for his global appeal and
charismatic presence, played a pivotal role in promoting
the 2024-2025 Abu Dhabi Calendar. His involvement aims
to elevate Abu Dhabi's position as a premier cultural and
entertainment destination, connecting diverse audiences
with the city’s vibrant offerings. By aligning his influential
brand with the calendar's message, Harvey helps
emphasize the theme of “Passion is the Occasion,”
encouraging people worldwide to embrace their love for
music, sports, and culture.

His participation not only boosts international visibility
but also underscores the excitement surrounding major
events like Coldplay’s return and the MICHELIN Guide
Food Festival, further solidifying Abu Dhabi's reputation
on the global stage.
Abu Dhabi Calendar
"Passion Is The Occasion" Campaign
https://www.youtube.com/watch?v=PX1_zyDmXFc

4. MOTIONGATE™ Dubai has unveiled its latest global TV
commercial, *‘Where Movies Come To Life’*. This release
marks a key moment in their creative journey, following the
success of 15 thrilling coaster campaigns between 2016 and
2021. The film, a product of long-term collaboration, was
initially set for a 2020 release but faced delays due to the
pandemic.

With the world reopening, MOTIONGATE™ Dubai’s creative
ambitions returned in full force. The commercial draws
inspiration from iconic Hollywood studio IPs, capturing the
cinematic magic of the theme park. It highlights the park’s
captivating attractions and diverse culinary experiences,
reflecting the brand’s dedication to innovative storytelling
and immersive experiences.

Motiongate
"Where Movies Come To Life"
https://youtu.be/bSJaVRxF1ow

5. Nivea Sun has launched its latest campaign, *Exposure
Control*, to highlight the importance of skin protection
among millennials in Dubai. Leveraging the concept of
"exposure" from photography, the campaign cleverly
connects the idea of controlling light in photos to
managing sun exposure in real life. By utilizing user-
generated content and integrating the familiar camera
exposure icon with the Nivea Sun logo, the campaign
delivers a fresh and relevant message.

Targeting a generation accustomed to curating their social
media presence, Nivea Sun reframes the conversation
around sun safety. The brand emphasizes that protecting
your skin is as simple and essential as perfecting your
photos, ensuring the message resonates with everyday
habits. This innovative approach successfully breaks
through the clutter, making sun protection a relatable and
visually compelling priority.
Nivea
"Exposure Control" Campaign

6. IKEA Alsulaiman marked Saudi National Day with its "Green
at Heart" campaign, blending its iconic blue and yellow to
honor Saudi Arabia's national color, green.

The campaign celebrates 40 years of IKEA’s presence in the
Kingdom, symbolizing the strong cultural connection
between the brand’s Swedish heritage and its deep roots in
Saudi Arabia. Through visuals that merge the brand’s colors,
IKEA emphasizes unity and shared values between the two.

Alongside digital elements, the campaign features in-store
interactive booths where customers can engage with the
concept, reinforcing IKEA's commitment to an omni-
channel experience that resonates both online and offline.
IKEA
"Green At Heart" Campaign

7. Deliveroo has unveiled its new global brand platform, ‘Now
Just Got Even Better,’ with a campaign designed for the
UAE. The campaign highlights the app’s expanded services
beyond food delivery, bringing together local restaurants,
groceries, and retailers to enhance everyday moments,
from quiet nights in to spontaneous celebrations.

In the UAE, the campaign showcases how Deliveroo can
elevate a dull office party by delivering food, decorations,
and more, turning the event into something memorable.
This reinforces the brand’s role in making any occasion
better with its convenient services.

Created by The Fifth Kind Productions, the campaign
resonates with the UAE’s culture, marking a shift for
Deliveroo as it continues to redefine convenience with its
neighbourhood-friendly focus.
Deliveroo
"Friendly Neighbourhood" Campaign
https://youtu.be/FwA5cXr32OY?si=7PxztE9wIStMt1Ss

8. Visa and Egypt’ s CIB (Commercial International Bank) have
launched a new campaign highlighting the struggles of
medium-sized business owners. The campaign humorously
portrays a business owner overwhelmed by the chaos of
managing various expenses—taxes, insurance, travel costs, and
advertising—leading him into a spiral of overthinking.

In the ad, the protagonist appears as four different versions of
himself, each debating the company’s financial priorities,
symbolizing the internal conflict many entrepreneurs face.
The solution comes in the form of the new CIB Visa credit
card, which promises to streamline expenses and offer
practical benefits for businesses.

Currently running on social media, the campaign has garnered
positive feedback from its target audience, resonating with the
real-life challenges of managing a business.
CIB Bank
"Madness Of Overthinking" Campaign
https://www.youtube.com/watch?v=sDqXgUYxlMc

9. LEGO recently partnered with Dubai Metro to celebrate its
15th anniversary with a unique activation at the Mall of the
Emirates metro station, transforming it into the vibrant
‘Imagination Station.’ The activation featured a limited-
edition RTA Nol card, LEGO-inspired yellow brick flooring,
and playful metro design elements.

The activation resonated strongly with the Dubai
community, generating overwhelming positivity on social
media. Commuters expressed their excitement, with many
sharing their experiences online, leading to over 6 million
views and widespread engagement. For LEGO, the
campaign not only marked a celebration of imagination
but also reinforced a connection with the city’s progress
and community spirit.
Lego
Dubai Metro Anniversary Activation

10. Taqeef, a UAE-based air conditioning company, has
reported the success of its "24 for 2024" campaign, which
aimed to promote more conscious cooling practices. The
campaign encouraged residents to set their ACs to 24°C for
one hour daily or for a full day in 2024, highlighting the
environmental benefits of energy-efficient cooling. The
multi-channel initiative utilized radio, influencer
collaborations, and user-generated content to spread
awareness, alongside PR efforts and discount incentives for
eco-friendly ACs.

Key campaign highlights include TikTok influencer
participation, giveaways with Virgin Radio and City 101.6,
and educational eff orts at installation points. The campaign
generated over 2 million TikTok impressions and led to the
installation of more than 1,500 energy-efficient units,
significant ly impacting local businesses and households
with conscious cooling practices.
Taqeef
"24 For 2024" Campaign
https://youtu.be/Nraou1ZTWOM?si=7y68uS2NO9EOPB2W

11. next wave
scouting tech & trends...

12. Heinz marked Saudi National Day by launching a special
green, brandless packaging for its iconic ketchup. For a
limited time, the label was replaced with an empty green
keystone, allowing customers to personalize their own
celebratory messages. The initiative, which Heinz describes
as an "irrational act of love," reflects the brand’s desire to
honor the rich culture and unity of Saudi Arabia.

As part of the campaign, Heinz set up billboards across
Riyadh, Jeddah, and Dammam, where consumers could
scan a QR code to submit their National Day messages.
These messages were displayed on screens across the
country, giving people a platform to express their pride and
love for the Kingdom.
Heinz
Iconic Brandless Packaging

13. Careem Pay cleverly capitalized on Dubai's peak summer
travel season by turning its employees into walking
billboards to promote its remittance services. Instead of
investing in traditional in-flight advertising, employees wore
branded t-shirts during flights to key markets like India,
Pakistan, the UK, and the Philippines. Some shirts featured
QR codes with playful messages like, “Habibi, save on
money transfers in Dubai,” while others encouraged
conversations about Careem Pay.

The campaign targeted expats traveling through Dubai
Airport, engaging with over 260,000 passengers daily.
Travelers even shared the stunt on social media, amplifying
its reach. Conceptualized by Careem's in-house creative
team, this low-cost, high-impact initiative showcased the
power of innovative, budget-friendly marketing.
Careem
Employees = Walking Billboards

14. Heinz has unveiled a unique marketing initiative aimed at
gamers with its latest campaign, "Hum Hum: The
Gamechanger." This robotic device, equipped with a
mechanical hand, dips snacks into Heinz sauces and feeds
players while they stay focused on their games.
Introduced at the Esports World Cup in Saudi Arabia, the
concept was born from research showing that 90% of
gamers struggle to snack while playing, and 75% wish they
could snack hands-free.

The campaign, created by FP7 McCann and supported by
Carat and Current Global MENAT, showcased Heinz’s
innovative spirit and commitment to solving real-world
issues for its consumers. With interactive experiences at
the event and strong influencer collaborations, Hum Hum
captured attention and drove brand engagement, helping
Heinz reach record market shares in Q3 2024.
Heinz
Hum Hum Camp aign

15. wisdom wellspring
lessons from the field...

16. Pinterest launched its digital advertising in the Middle East
and North Africa, granting access to 25 million users across
the region. Brands are leveraging Pinterest’s full funnel
strategy to build awareness, drive conversions, and improve
ROAS through tools like direct links and Performance+.

This expansion taps into MENA’s booming e-commerce
sector, offering advertisers new opportunities to optimize
campaigns. At the Dubai Pinterest Advertiser Summit, the
focus was on brand safety and ad relevance.

Pinterest’s AI-powered content recommendations and strict
moderation policies provide a secure environment for
advertisers, ensuring relevance and safety, key factors that
set the platform apart in the competitive digital landscape.
Pinterest In The MENA
A Game Changer For Advertisers

17. Publicis Groupe has introduced Leila Nour, its first virtual
influencer in the MENA region, designed to collaborate with
brands championing social justice and sustainability. Leila’s
controlled persona ensures consistent brand messaging and
safeguards against controversies. Her digital presence is
adaptable to trends, making her a cost-effective and flexible
marketing asset.

According to Publicis Groupe, Leila’s authenticity and
selective partnerships drive her credibility. Her performance
is closely monitored, offering precise insights into audience
engagement. Leila will focus on growing her Instagram
following while maintaining transparency and cultural
sensitivity in all brand collaborations.

Leila's presence aligns with the future of digital marketing,
offering long-term value for both brands and audiences
through innovative, ethical content creation.
MENA Virtual Influencer
Meet Leila Nour