The desert season in the Middle East – October to March – is key for all those desert afficionados and it has been a crucial tentpole moment for Nissan to bring forward its off-road capabilities. But in a place in which every single billboard and hoarding is bigger than the next, how would we make one massive outdoor stand out and live in everyone’s phones?

Nissan’s regional Intellectual Property Rights (IPR) campaign, “Keep Asking Why,” redefines the narrative surrounding counterfeit parts awareness through a delightful blend of humor and innovation.

Lebanon, a nation grappling with despair and corruption, yearns for a lifeline. While many Lebanese view the election of a president as the initial step towards stability, the public finds itself in a state of limbo after enduring over six months of waiting for politicians to engage and reach agreements.

Numerous campaigns have been made to bring attention to the problems at sea. But in the Middle East it’s the desert that needs saving too.

How do people usually motivate themselves to run in the city? Overall, the motivations for urban runners to work out in the city are diverse and multifaceted, reflecting the unique opportunities and benefits that urban environments offer for running and physical activity.

In a country like Lebanon, everyone always has an opinion and makes sure to share it. No matter the reasoning or the agenda, any change will bring about 5 million opinions.

The possibilities seem endless when it comes to AI but when it comes to Pasta, there’s only one way to do it right – slurping away at your spaghetti in a socially acceptable way of course.

Nissan’s campaign for the new flagship model of its iconic Patrol 2023, embodies the essence of the brand platform ‘Defy Ordinary.’

KFC, purveyor of world-famous fried chicken, once again pushes the boundaries of creativity with its campaign ‘The Originals’. Rooted in the brand’s heritage and originality, the 360-degree campaign aims to infuse a fresh and relatable energy into the KFC experience across the MENA region.

Daikin, the expert of smart air solutions, has partnered with TBWA\RAAD to launch its new brand campaign, in a very unconventional way.

Launched in the Middle East just ahead of the holy month of Ramadan, ”Hilton. For the Stay” places the hotel stay front and center

AAC has launched “The Ultimate Test” to demonstrate the remarkable capabilities of the Nissan Patrol’s safety features.

KFC Egypt has released a hilarious film to announce the arrival of their brand-new Mozzarella Burger in the market. Say goodbye to irritatingly long voice notes and say hello to stretching and rejoicing with the all-new Mozzarella Burger from KFC!

In 2022 and for the first time in history, female referees officiated the Men’s FIFA World Cup. An opportunity M.A.L.I. used to hijack the World Cup conversation and turn the spotlight from men to women.

In modern politics, campaigns are all the same. Successful ones are fueled by money. That is especially true in Lebanon where political parties are rooted in sectarianism and corruption. People expect the recurring empty promises and nepotistic candidates from all campaigns. Voters follow religious affiliation and are hostile towards other parties. The country is plagued by divide.

For 182 days, Expo 2020 hosted the world. 192 countries each had individual pavilions. This was a first. Whether you came from Albania, Bahrain, Colombia or Kyrgyzstan, you could find your own pavilion in Dubai showing your country’s culture for the world to see.

With Lebanon entering a third year of crisis, traditionally imported brands have a hard time finding a market, and Lebanese customers are turning towards locally-made products, which are easier to come by and more affordable. This change in household choices, however, shouldn’t become a compromise on quality. And so, LIAMO introduced its own range of Lebanese pasta, prepared the authentic way, and matching original Italian quality.

Using technology, TBWA\RAAD helped The Womanity Foundation bring late female scientists back to life, to turn them into Nobel laureates for their significant work and enable them to finally give their “Noble Speech” that was never written or delivered when it was due, to mark their legacy and place in history, in a field that was male-dominated for decades. The campaign brings to life Womanity’s mission to accelerate gender equality and foster an inclusive world where every girl and woman enjoys full rights and equal opportunities.

We helped Hilton introduce its Waitographer Programme – an internal workshop led by renowned Middle East photographer Roger Moukarzel, upskilling the Hilton staff– delivering them an official certificate training as mobile photographers.

For the second year in a row, we teamed up with Meta, to amplify the voice of local small and medium-sized businesses (SMBs) in the MENA region and inspire people to rethink the significance of their individual action. We helped struggling small businesses get back on their feet. The same businesses that make up the cornerstone of every neighborhood, and with whom we all have personal relationships that are beyond just business. We created “Space for Rent”, a movement empowering people to become a living ad space for their favorite SMBs by using their most powerful asset: their social profiles.

Counterfeits are everywhere. Clothes, bags, shoes, phones, watches, jewelry, movies, and everything in between. But a thing that is commonly counterfeited is something you wouldn’t expect: KFC photos. From the largest cities to the smallest villages across the MENA region, restaurants, corner shops and cafeterias share a very familiar set of photos: KFC’s fried chicken, Zingers, Twisters, etc. And the reality was that there was very little KFC could do about it.

To launch its new Patrol NISMO, a car that symbolizes power, thrill and prestige, Nissan created a film that showcased the new car in a mysterious yet engaging manner, along with a high-tech version of an Arabian Horse. Arabian horses are seen as a symbol of power, luxury, speed, grace and pride. We brought it to life in a modern, high-tech avatar through visual effects, made of elements from the car itself, thereby becoming a symbol of the powerful and luxurious beast the Patrol Nismo is.

LIAMO was looking to launch in Lebanon with a small budget. Since LIAMO was a new pasta brand launching in Lebanon, the brand needed to gain maximum awareness fast, get conversations going and inspire their target audience to shift brand – all this with a limited budget.

On Arab Women’s Day, TBWA\RAAD partnered with Max Fashion to launch “Abu Benti” (Father of my daughter). In the Arab world, fathers are nicknamed after their eldest sons, whether they have sons or daughters, due to the traditional belief that having a son is a blessing.

One of the UAE’s most striking characteristics is its diversity. As a melting pot of people from more than 200 countries, the Emirates is home to tolerance and coexistence. As such, it’s not a rare sight to find an Egyptian and Emirati (as seen in this film) partnering to open a small food business. The film uses humor to tell the story of how one internet router catapulted a food cart business from humble beginnings to a successful future.

Bankers is an insurance provider that has been operating in the region for a while. They knew how challenging it was to talk about retirement and they wanted to develop a campaign to promote their retirement plans. The problem is that people generally don’t think about retirement until they get close to the age of retiring. By that time, it’s too late to invest in a plan that will make the retirement period a smooth ride. On top of that, in the Arab world, many (if not all) parents rely on their kids to support them when they are older.

On the occasion of Arab Women’s Day on February 1st, 2022, M.A.L.I. (Mouvement Alternatif pour les Libertés Individuelles) pursued its fight against sexual violence, launching a creative campaign that champions equality in sexual rights for girls and women across the MENA region: “The Macabre Dictionary of Virginity Testing”- A dictionary that is beautifully illustrated in a children’s book style to challenge controversial issues which are far from being childish topics.

NASCO is a leading insurance agent in the Middle East region and their core business is essentially all about facing the reality of life’s risks and building protection and readiness for when the worst happens. Death is really the worst that can happen in the world of insurance, and it is why life insurance is such a central product to protecting one’s family.

TBWA\RAAD supported The Beirut Heritage Initiative (BHI) by raising funds to help rebuild some of Beirut’s heritage buildings which were destroyed by the explosion that shook the city on August 4th 2020, and were still unrepaired, a year after the tragedy.

Lebanon has one of the slowest internet speeds in the world. Unfortunately, there was nothing that the people could do, as the telecommunications market in the country has always been dominated by two main players: MTC Touch and Alfa.

The omnipresence and unstoppable rise of mobile devices, computers and gaming consoles have made kids spend more time inside, resulting in major health problems such as obesity and diabetes.

A year after the August 4th explosion in Beirut – one of the biggest non-nuclear blasts in history – there are still no answers about who was responsible. Families have been left to endure an endless purgatory of mourning and rebuilding, as they try to piece some sense back into their lives without any sense of accountability.

KFC redefined food ordering for gamers in the Middle East by turning its brand name into a cheat code and the first-ever shortcut to order a meal.

For centuries, soldiers around the world have worn camouflage to hide from the enemy. To most people, the camouflage patterns are a symbol of war and hostility.

Connect, an Internet provider in Lebanon, turned a fruit shop in one of Lebanon’s remote villages into a typical DVD store that sold pirated DVDs, providing glitch-free content as the antidote to slow internet in Lebanon.

The UAE Government Media Office created a simple, yet powerful initiative that sparked a movement and brought together millions of Arabs from around the world to celebrate the launch of the first Arab interplanetary mission.

To commemorate the arrival of its Hope Probe to Mars on the 9th of February 2021 and celebrate this historic milestone for the Arab world and humanity, The UAE Government Media Office created a passport stamp printed with a specially created ‘Martian ink’.

Standard Chartered Bank is ‘Here For Good’. A brand’s promise to improve communities.

The automotive industry has continuously been developing new technologies to make driving safer & more exciting.

Across the Arab world lies a deeply ingrained and humiliating belief that a woman must keep her virginity intact until her wedding night, at which time she must demonstrate her virginity either via a degrading medical test, but most often via a bloodstain on the matrimonial bedsheets.

At this pivotal moment in our lives, this poetic brand film created by TBWA\RAAD for the Louvre Abu Dhabi is an ode to the region.

The desert is not for beginners. The first rule of off-road driving is to go in convoy.

For ages, advertising has spewed the same rhetoric about spicy food, especially in the MENA region, where food isn’t food unless it’s covered in spice and the over the top “masculine” challenge approach is the norm.

Nissan Middle East held a special virtual event on March 31 LIVE from the Mobility Pavilion at Dubai’s Expo 2020 venue, in the presence of Thierry Sabbath, Managing Director of Nissan Middle East who announced the Global launch of the new Nissan Patrol NISMO 2021, available exclusively to the Middle East region.

On the special occasion of the United Arab Emirates’ 49th National Day, du has launched a film that celebrated 49 special moments and milestones that have marked the history of the Emirates.

MTV Lebanon has launched an awareness campaign in collaboration with TBWA\RAAD Lebanon, using humor and sarcasm in times of adversity to raise awareness on the dangers of spreading fake medical advice and encourage Lebanese citizens to #StopTheMyths and register for the vaccine.

MTV Lebanon has launched an awareness campaign in collaboration with TBWA\RAAD Lebanon, using humor and sarcasm in times of adversity to raise awareness on the dangers of spreading fake medical advice and encourage Lebanese citizens to #StopTheMyths and register for the vaccine.

Facebook has launched #LoveLocal, an initiative to support local small and medium businesses (SMBs) in the Middle East and North Africa (MENA) region, which have been among the hardest hit during the COVID-19 pandemic.

‘To New Memories’ is a heartfelt story about the connection between family, loved ones, and the ever-caring Hilton staff.

Nissan launched its all-new Nissan X-Terra 2021 in a film that merges both fantasy and reality, re-creating the whole Mars universe.

Womanity is a non-profit foundation that was established to accelerate gender equality and support Arab women across the world.

Louvre Abu Dhabi has released a unique film to announce the museum’s reopening after lockdown, starring classic pieces including The Bohemian, The Mona Lisa, The Young Emir, The Bactrian Princess; as well as Vincent Van Gogh.

At Nissan Middle East, it has always been of utmost importance to develop mobility technology that allows people to drive safer and smarter, encouraging everyone to take the wheel and enjoy an innovative and unparalleled driving experience.

KFC Napkinized: Napkins in any way you could imagine – because there is nothing better than eating KFC with your bare hands

Eating a piece of chicken or sipping on a coffee while driving is second nature to most drivers in the UAE, who are used to spending hours stuck in traffic.

After the revolution, when things haven’t changed much in Egypt, Egyptians suffered from lack of identity and no sense of belonging.

Road accidents pose a serious threat to people living in the GCC countries.

Dubai is perceived as a land of opportunity by many. People from all over the world pack their bags, move away from their loved ones, leave the homeland they grew in to experience the ‘Dubai Life’.

Careem has launched a global campaign that communicates its new positioning and reinforces its brand purpose, with an empowering message: “Start Something”.

There is only one country in the world where women are still prohibited from driving: Saudi Arabia. This changed in late September when King Salman’s historic royal decree granted women the right to drive.

For U.A.E. Innovation month, Louvre Abu Dhabi – the first universal museum in the Arab region – gave the world another exciting first: a radio-guided highway gallery along the Sheikh Zayed Road.

To overcome the difficulty of grabbing people’s attention at traditional shopper marketing points and reinforce its “Dirt is Good” brand purpose, OMO Detergent – a Unilever product and an advocate of an active lifestyle for kids and grown-ups – decided to disrupt in-store sampling, moving away from supermarkets and taking its product to people’s clothes, before they go out and get dirty.

Most people are unaware of Nissan’s leadership position in intelligent vehicle technology, and to make matters worse, getting people to understand these complicated and confusing innovations is a difficult communications task.

A promotion against all odds.

Lebanon is a country that thrives on following trends, unfortunately not all areas have the right internet connection and end up being late comers to online fads.

The Dubai Fitness Challenge 30×30 is an annual drive to combat UAE’s growing obesity and diabetes health issues. It aims to inspire companies and their employees to engage in better fitness regiments – throughout the day.

Nissan’s campaign for the new flagship model of its iconic Patrol 2023, embodies the essence of the brand platform ‘Defy Ordinary.’

Nissan introduced Desert Camel Power- a radical new concept which will eventually revolutionise the way vehicles are evaluated for desert performance.

The announcement of the royal decree allowing women to drive in Saudi Arabia was a day of celebration, anxiety and certainly lots of expectations.

Most people are unaware of Nissan’s leadership position in intelligent vehicle technology, and to make matters worse, getting people to understand these complicated and confusing innovations is a difficult communications task.

Over 17,000 people have gone missing since the start of the Lebanese civil war in 1975. To date, their families and friends are desperately searching for answers on their whereabouts.

Lebanese urbanites often joke about their rural cousins having larger families because they have little else to do but procreate.

We are all governed by rules. Both written and unwritten rules. But at home, the shackles come off.

The biggest challenge for rescue organisations, in the UAE and globally, is convincing people that mixed breed dogs are as trainable and as adoptable as pure breeds. Hence the old saying “You CAN´T teach an old dog a new trick”.

We’ve all been stopped for that “random search” at airports…no wait, we haven’t. These “random checks” have in fact been targeting mainly Muslims lately as fear of terrorist attacks beckoned.

2 parents suffer as they witness their son suffer from Slow Face. The face of slow internet.

INFINITI defied the rules by designing an exclusive experience enabled by technology and real drivers’ stories: The Audio Hunters activation.

Introducing the Pril One-Drop bottle, the exact detergent bottle, reduced to the size of a fingernail. Inside, the exact powerful volume of 1ml that removes crust and grease from a whole set of dishes.

Football is the main sport in the middle east, but since they lack strong competitive teams in their own countries, European football has become their major passion, and champions league the most important event. Paralyzing the region. Specially the UAE.

Nissan wanted to raise awareness among its car owners on the danger of fake spare parts, and prove to them without a shred of doubt that they have absolutely no idea how to tell the difference between fake and genuine parts.