High Five: UAE
Originally from São Paulo Brazil, executive creative director at Horizon FCB Dubai, Rodrigo Leal Rodrigues, has spent the past five years living and working in the UAE, experiencing as much as possible and collecting some awards along the way. Looking back at work from the past few months has been a reminder of how tough the past year has been, but shows just how much you can push creativity, and just how much people want to be inspired by brands - to see something that’s insightfully out-of-this-world...
The UAE Government Media Office - 'Martian Ink'
Agency: TBWA\RAAD
The thing that makes the Martian Stamp a stand-out idea for me is not just that it celebrates an incredible achievement for the UAE, but that this stamp welcomes people into the country. It’s a strong statement of the UAE’s plans for its future. The added fact that the ink is made from the same compound as Mars itself is a really nice touch. I’m looking forward to traveling again just to have this souvenir in my passport.
Emirates NBD - 'How to Grow Rich during the Pandemic'
Agency: Leo Burnett, UAE
This is a brilliant idea for Emirates NBD, which used different medias to spread its message with amazing craft. It was just cheeky enough to grab your attention and well-written enough to really drive home just how far people are willing to go to steal your money.
Al Madina - 'Saudi Arabia News Rebuilt'
Agency: Havas Dubai
Every year, Saudi Arabia’s largest newspaper releases a special National Day edition. But for the last edition, LEGO decided to completely recreate every element - out of LEGO. It was so nice to see this project come to life in real time, as the LEGO edition was released in parallel with the national newspaper. This was a clever way to celebrate the National Day and to bring this celebration to a much younger demographic, and also show that with LEGO bricks you can bring the achievements of a country to life.
TENA - #DespairNoMore
Agency: Impact BBDO
TENA has created a music-led campaign to rebrand the menopause in the Middle East. It’s rare to see such a direct message about the topic. Launched in the region, this is a refreshingly strong message of empowerment for women, and makes me excited to see what will come next.
LEGO - 'Women’s Day'
LEGO has revived a 40-year-old ad to celebrate women’s day, and in turn, shown a legacy of inspiring children to dream big. This simple social campaign invites parents to put their own girls into the ad and imagine a future with no limits. The final sign-off is a promise to create a more inclusive working environment. A beautifully executed campaign, with a powerful message from a brand, loved by millions of children (and adults) around the world.
