UAE Work

Here's a selection of work for the Middle East Region.

Durex flavoured condoms - Saudi Launch

In 2019 Durex launched two new variants of their flavoured condoms in the Saudi market. Please read that again. This sentence alone should be an indicator of how challenging the brief was. Not enough?

Ok, how about the fact that the target is POME (Point Of Market Entry) which means young consumers; the youngest users, in fact. So, how do you sell flavoured condoms in a very conservative market, to married couple that are having sexual relations for the first time?

We decided to approach the problem from the angle that if you want to have sex for the first time, you deserve to make it exciting. At the same time, the best way to convey a message is to be an integral part of the language used by your target market.

🍑,🍆,💦,🥕,🍌,🌮 are already being used by our audience to insinuate anything and everything sex.

Introducing the latest additions: 🍓 and 🍫; metaphors not just for sex, but for fun, exciting sex.

With the line “Add some flavour, add some Fun” we launched two online 20 second films as well as a series of online posts and stories, on Instagram and Facebook.

Agency: Havas Worldwide Dubai
Client: Durex
Executive Creative Director: Mark Fiddes
Copywriter: Deanne Hofhuis
Art Director: Michele De Iuliis
Strategy Director: Fabio Silveira
Account executive: Justine Dib
Director: Adham Obeid

Dubai Tourism Winter Campaign 2017/18

In 2017 I was part of the team that won the pitch for the new Winter Campaign for DTCM (Dubai Tourism). That's kind of a big deal, as that is the one they spend the most money on, being the most lucrative season for Dubai.

With idea of "It's the weather for" we wanted to highlight how the winter season doesn't need to be associated with cold weather, staying indoors and seasonal colds, but rather with great experiences that you can only enjoy in sunny Dubai as the weather it's just perfect.

Seven were the "regions" mainly targeted with this campaign: UK, Russia, Poland, France, Netherlands, Germany and Sweden. I said "mainly" because at the end we extended the reach to cover 15 more Countries, for a total of 113 edits, some of them reaching 7.9M views.

Facebook canvases, web banners and Instagram stories were also developed to further allow for a 360 approach. Some examples below.

As an extension of the campaign, we created a series of 360° video experiences that showcased the cold weather in each country on one side, and the sunnier, more pleasant weather in Dubai on the other, highlighting every time, a different destination.

Agency: Wunderman Dubai
Client: Dubai Tourism
Executive Creative Director: Piotr Chrobot
Art Director: Michele De Iuliis
Designer: Azam Muhammad
Copywriter: Hassan Syed
Strategy Director: Alvaro Bretel
Director: Harald Zwart

Bahlsen PiCKUP! - Product Launch Campaign

In 2017 I was part of the team that won the pitch for PiCKUP!, a Bahlsen product. The task was to launch in Saudi Arabia, a completely new market for them, where they had zero penetration.

PiCKUP! is a very unique product, not falling into the chocolate nor the biscuit categories, so we came up with the "Goodbye Mundane" campaign, where we established the brand in a unique way, leveraging boring and dull moments and turning them into happy and cheerful ones, with PiCKUP! being the catalyst.

The campaign is currently ongoing and in addition to three brand videos, we created Instagram video and static posts.

With the help of local Saudi Instagram influencers we ensured to boost visibility and interest, and the results so far are more than encouraging.

Agency: Wunderman Dubai
Client: Bahlsen - PiCKUP!
Executive Creative Director: Piotr Chrobot
Art Director: Michele De Iuliis
Designer: Azam Muhammad
Copywriters: Hassan Syed, Sameer suri
Strategy Director: Alvaro Bretel
Director: Jad Eid

GSK Panadol Extra - Tales of Tough

In 2017, GSK needed to reinforce their presence in GCC for their main product: Panadol Extra, a particularly effective pain killer. 

Some jobs may seem ordinary at first, but come with underlying challenges. With Panadol Extra, we told the stories of two such extraordinary heroes from the region: Flyboard Firefighter and Air Ambulance Rescue Pilot.  The aim was to celebrate tough people who are ready to tackle any pain, for the greater good.

Showcasing their moment of greatness we surpassed the industry benchmark online, with 10M in reach, 3.9M views and 27% higher engagement compared to industry average. 

The campaign was so successful, it was recreated for other markets, extending its reach through more executions executed by a global team.

Awards

Effie Mena
Non-Food FMCG
Bronze

Agency: Wunderman Dubai
Client: GSK - UAE
Executive Creative Director: Piotr Chrobot
Art Director: Michele De Iuliis
Designer: Azam Muhammad
Copywriter: Hassan Syed
Strategy Director: Alvaro Bretel