Al-Futtaim

Digital/social · 24 Apr 2026

A seven-part Ramadan digital series, one episode per Emirate, tracing local rituals: pouring qahwa in Abu Dhabi, arranging dates in Ajman, lighting oud in Ras Al Khaimah, luqaimat and balaleet in Umm Al Quwain, seaside iftar picnics in Fujairah. The car sat alongside each ritual rather than at its centre. A weekly Guess the Craft feature and a Community Craft Stories user-generated strand ran alongside.

Agency: Ogilvy.

Integrated campaign · 8 Feb 2026

IKEA commissioned artists in the UAE, Qatar and Oman to reinterpret its furniture and decor using traditional motifs and materials. Mohammed Al Attar in Oman, Muhra Al Muhairi in the UAE and Asmaa Al Mannai in Qatar each made one-off pieces, shown in store with the story behind them, alongside artist-led workshops for IKEA Family members and a social strand inviting people to share what home means to them.

Agency: Memac Ogilvy. Talent: Mohammed Al Attar, Muhra Al Muhairi, Asmaa Al Mannai.

Purpose · 28 Aug 2025

An Emirati Women's Day campaign in which Al-Futtaim handed its channels to its own Emirati women employees, more than 900 of them across the group, to tell their own stories in short films. It ran on the group's social platforms with a LinkedIn activation, a #RootedAndRising hashtag inviting other women to contribute, and an in-person gathering with Arabic coffee, henna and an artist showcase.

Agency: MRM MENAT.

Festive · 12 Mar 2025

A Ramadan campaign that played on the fact that Kareem and Mubarak, the words in the standard greeting, are also names. It swapped them for other Arabic names whose meanings fit the month, so Uncle Saeed wishes you a Ramadan Saeed and a niece called Hanan wishes you a Ramadan Hanan. Short films ran with on-ground activations and social experiences that carried Toyota's Ramadan offers.

Agency: Memac Ogilvy.