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

1. the canvas of
creative mastery
january edition

2. ad horizon
advertisements beyond borders
january recap

3. Yas Island has unveiled its new school break anthem, a creative
twist on the classic sea shanty, enticing families to break free
from the mundane. The anthem's video, inspired by the popular
song "Wellerman - Sea Shanty," narrates the tale of 'the girl who
never got bored' during her Yas Island staycation, inviting
viewers to explore the myriad of exciting experiences the
destination offers.
Aiming to redefine the concept of staycations, Yas Island’s
campaign promises an experience so captivating that it could
eliminate boredom from children's lexicon. The Island’s ‘Stay and
Play Package’ blends entertainment, adventure, and relaxation,
crafting an all-encompassing vacation experience.
Yas Island’s initiative doesn’t stop there. To enhance guest
experiences, the campaign includes a complimentary room
upgrade, inviting families to indulge in even more luxury and
exploration. This innovative approach to vacationing
encapsulates Yas Island's commitment to offering unique,
memorable experiences.
Yas Island
Keep Boredom Away!
https://www.youtube.com/watch?v=EKxgbXAPodI&t=60s

4. IKEA's latest UK advertisement took an unconventional route,
creating a fictitious brand named Eureka Spiritsis to redefine
how its kitchens are viewed. Orchestrated by the UK-based
creative agency Mother, the campaign breaks from the norm
with a clever twist. The ad initially presents as a luxurious
showcase, set against a backdrop of soothing music and a cello
player, all enveloped in dark, sophisticated tones.
A suited man guides viewers through the kitchen, highlighting
its durability and customization options. The ad concludes with
a surprising twist: “So we lied about the name, but the rest is
true,” as the man changes into an IKEA uniform, revealing the
setup as an IKEA showroom.Eureka Spiritsis, an anagram for
“Surprise, it’s IKEA,” was more than a name in the ad; IKEA
staged a fake brand launch event in the UK. Influencers were
invited to experience the kitchen firsthand before the grand
reveal. This innovative campaign successfully spotlighted three
key aspects of IKEA kitchens: quality, design, and service,
effectively altering consumer perceptions.
IKEA
Surprise it’s IKEA Campaign
https://www.youtube.com/watch?v=9KjKvYfCl_s&t=19s

5. Careem's 'Dirhams for Delays' campaign is back, promising AED
1 for every minute a food order is late from January 15 to March
10. Jaskaran Singh, VP of Product Management, emphasizes the
campaign's aim for accuracy in delivery times, not speed,
showcasing their leading delivery prediction technology.
Driver safety remains paramount. Drivers, unaware of delivery
ETAs and not responsible for delays, are encouraged to prioritize
road safety. Careem also rewards Captains for safe driving
practices, addressing last year's public concerns over driver
wellbeing.
This year's campaign refocuses on efficient service and safety,
addressing past misconceptions and reaffirming Careem's
commitment to reliable and responsible delivery.
Careem
Dirhams for Delays Campaign
https://www.youtube.com/watch?v=XQTMRbjMLDE

6. Puck's new initiative, 'Selfless Shelves,' aims to empower
Lebanese women entrepreneurs by offering shelf space at
Carrefour stores for their locally sourced products. Packaged in
repurposed Puck glass jars, these items include makdous
eggplant, zaatar, and pumpkin jam, each telling the woman
artisan's story.
Responding to Lebanon's economic challenges, which have
heavily impacted female employment, Puck is supporting these
women in earning a livelihood through their 'mouneh' products.
Yahia Adel Z AlSharif of Arla Foods highlights this initiative's
contribution to both socioeconomic upliftment and sustainable
practices.
'Selfless Shelves' is part of Puck's broader commitment to female
empowerment and community improvement, signaling future
efforts to enhance women's wellbeing and offer healthier,
inspirational products.
Puck
Selfless Shelves Initiative
https://www.youtube.com/watch?v=maBCu9wNzJ4

7. Apple's 'The Greatest' campaign, focused on accessibility,
clinched the Emmy award for Outstanding Commercial.
Originally scheduled earlier, the ceremony was postponed due
to strikes in the actors’ and writers’ guilds.
Crafted by Apple’s in-house London team, the campaign
highlights the accessibility features of Apple devices, coinciding
with the International Day of Persons with Disabilities. Featuring
real individuals with disabilities utilizing these features in
everyday life, the campaign has resonated deeply.
This Emmy adds to 'The Greatest's' accolades, which include an
Entertainment Lion for Music Grand Prix at Cannes Lions and a
shortlist for a Titanium Lion. The campaign triumphed over six
other contenders, including memorable ads from The Farmer’s
Dog, Dove, and SquareSpace, as well as three other Apple
advertisements.
Apple
‘The Greatest’ campaign
https://www.youtube.com/watch?v=8sX9IEHWRJ8

8. Tinder expands its 'It Starts With A Swipe' campaign,
emphasizing long-term relationships through colorful,
Gen Z-centric ads. The campaign features four new spots
for connected TV and out-of-home placements globally.
Coinciding with Dating Sunday, the busiest day for online
dating, Tinder's expansion is timely. The app sees a notable
increase in activity around this period, leading up to
Valentine's Day.
This latest initiative builds on Tinder's global brand
platform, focused on fostering meaningful connections,
and follows recent creative collaborations addressing
online safety and respectful interactions.
Tinder
It Starts With A Swipe’ campaign

9. next wave
scouting tech & trends...
january recap

10. Almarai, the world’s largest vertically integrated dairy company,
has teamed up with Anghami Inc., the leading audio platform in
the MENA region, for a unique, tech-infused component of their
“Milk every day, is the smart way” fresh milk campaign. This
collaboration marks a first in the region, blending education and
entertainment to promote healthy food habits innovatively. The
campaign utilizes Anghami’s AI technology to offer personalized
musical experiences.
With the iconic voice of Rasha Rizk, parents can create custom
songs for their children, encouraging the daily consumption of
fresh milk. By simply adding their child's name and choosing a
song topic, parents can generate a unique song, shareable
across social media platforms. This creative initiative not only
engages families in a fun, educational way but also aligns with
Almarai and Anghami's commitment to supporting the health
and well-being goals of Saudi Arabia's Vision 2030. The
campaign stands as a testament to leveraging technology for
impactful health awareness.
Almarai x Anghami
AI-Powered Campaign

11. Durex's collaboration with VICE Arabia, creating Durex Records
in Saudi Arabia, has made a significant impact, earning a silver
Effie award and resonating with young audiences. This initiative,
challenging cultural norms in a conservative market, turned into
a platform celebrating Arabic hip-hop and empowering local
artists.
Partnering with Anghami, Durex Records produced original
music tracks and videos, enhancing artist visibility and fostering
fan engagement. This bold move has not only boosted Durex’s
brand awareness but also sparked important conversations
about sexual wellness and self-expression among Arab youth.
The success of Durex Records reflects in its market share
growth, social media expansion, and its evolution from a record
label into a cultural movement, showcasing Durex's innovative
and fearless approach to connecting with younger
demographics.
Durex x Vice
Record Label in Saudi Arabia

12. KitKat has renewed its partnership with Riot Games, the
developer behind League of Legends (LoL), extending their
collaboration until 2026. This continuation, facilitated by
SPORTFIVE sports marketing agency, cements KitKat as a main
partner for the EMEA LoL esports ecosystem. The partnership
encompasses the League of Legends EMEA Championship (LEC)
and extends to regional competitions like the EMEA Masters and
the European Regional League.
This renewal underscores both brands' dedication to enhancing
the esports experience and deepening fan engagement across
the region. KitKat's presence will be felt in Summoner’s Rift, a
widely-played League of Legends map, and throughout the
esports community. Additionally, KitKat will feature during
technical pauses with a ‘Have a Break’ message, reinforcing its
brand identity. This extended partnership focuses on delivering
added value and experiences for League of Legends esports
enthusiasts.
KitKat x Riot Games
Gaming Partnership

13. Experience Abu Dhabi has teamed up with Manchester City
Football Club and PUMA for a unique fashion venture, unveiling
a limited-edition t-shirt line.
This collaboration is an extension of Experience Abu Dhabi’s
ongoing partnership with Manchester City, coinciding with the
opening of the City Challenge experience at Yas Mall.
PUMA Middle East's Taner Seyis expresses excitement in
combining local creative talent with global icons to showcase
Abu Dhabi's identity. The launch, graced by Manchester City
stars, took place at Yas Mall’s City Store by PUMA, further
cementing the fusion of sports, culture, and fashion.
Abu Dhabi x Puma
Man City partnership

14. wisdom wellspring
lessons from the field...
january recap

15. TikTok has released a comprehensive content planning guide for
2024, designed to assist businesses and brands in optimizing
their campaign strategies. This guide is a valuable resource for
marketers looking to align their content with key dates and
trending conversations on the platform.
Understanding the importance of timing in marketing, the guide
offers detailed insights into strategically selecting dates
throughout the year. “Our goal is to provide relevant tools and
advice for you to integrate key moments into your marketing
strategy for 2024,” TikTok explains.
The guide is tailored for major regions including North America,
Europe, and the Middle East, and features an array of tips for
leveraging TikTok’s marketing features effectively. Additionally, it
includes a campaign planner template, complete with links to
TikTok’s tools and processes, ensuring marketers can seamlessly
plan and execute their campaigns.
TikTok
Calendar Guide 2024

16. Generative AI
Valuable in Social Apps?
Social media platforms are experimenting with generative AI, but
its effective integration remains uncertain. Tools like image
generators and chatbots have sparked interest, yet there's
debate over their impact on core social interactions.
Mark Zuckerberg of Meta envisions a future where AI characters
coexist with humans in virtual worlds. Meta's upcoming platform
will allow users to create AI characters, potentially transforming
social media interactions. This shift towards AI-driven
communication raises questions about the future role of human
interaction in social media.
The discovery of AI character creation features in Instagram’s
code by Alessandro Paluzzi suggests a new phase of digital
engagement. Users could soon interact with AI companions
within Meta’s apps, potentially redefining social media dynamics.

17. In 2023, luxury handbags have gone oversized. Brands like Louis
Vuitton, Marc Jacobs, and Jacquemus have embraced this trend,
creating eye-catching installations.
Louis Vuitton's 12-meter red Speedy bag in Shanghai and Marc
Jacobs’ large Tote Bag in Manhattan exemplify this shift.
Simultaneously, Jacquemus has explored augmented reality and
physical pop-ups. These grand displays have sparked mixed
reactions, with concerns about their environmental impact and
the intrusive nature of the campaigns.
Despite the debates, luxury handbags remain central to the
industry, valued at €1.5 trillion. The trend varies from extremely
large pieces to minuscule ones, like a tiny Louis Vuitton bag sold
for $63,000, showcasing the luxury sector's flair for
extravagance.
Luxury Product Marketing
Extraordinary Dimensions Phenomenon

18. Brands are increasingly opting for virtual production (VP) over
traditional on-location shoots, a trend fueled by the pandemic.
VP, gaining popularity from shows like "The Mandalorian,"
combines LED screens and physical sets to create immersive
environments, offering both creative and economic benefits.
VP allows for real-time interaction with digital settings,
enhancing actor performances and enabling immediate client
feedback, streamlining the production process. This approach is
not only cost-effective but also sustainable, reducing
environmental impacts from extensive location shoots.
Investing in VP involves upfront costs but offers long-term value
for diverse campaigns. As VP technology advances, it's crucial
for brands to judiciously integrate it with traditional methods,
ensuring it aligns with their specific content objectives.
Virtual Production in 2024
Part of your next campaign plan?

19. zia zeniths
peaks of our creations...
january recap

20. Dive into the heart of Jiu-Jitsu action with our dynamic
coverage of the Abu Dhabi World Pro Championship. We were
right there, from the intensity of the mats to the glory of the
podium, capturing every monumental moment.
Our team expertly filmed, edited, and photographed, bringing
the dedication and spirit of the champions to life. Through our
lenses, each highlight was not just captured but immortalized,
ensuring every gripping detail was etched in time for Jiu-Jitsu
enthusiasts to relive.
Our coverage made a significant impact: garnering 246K
impressions, achieving 627K views, and sparking 43K
engagements. These stats are a testament to our ability to not
only capture the essence of the sport but also to engage and
enthuse the wider Jiu-Jitsu community.
Abu Dhabi World
Jiu-Jitsu Championship
https://www.youtube.com/watch?v=qCOlX_x3zUA

21. At COP28, Emirates NBD's commitment to a sustainable
future was vividly brought to life, thanks to our agency's
creative expertise.
We meticulously crafted a compelling narrative and
storyboard, aligning closely with Emirates NBD's
environmental mission. Through innovative visuals and
storytelling, we created a captivating display that
highlighted Emirates NBD's sustainability efforts, leaving
a lasting impact on the audience.
Our work at COP28 not only showcased Emirates NBD's
green initiatives but also demonstrated our agency's skill
in transforming corporate goals into engaging, impactful
narratives.
Emirates NBD
COP 28
https://www.youtube.com/watch?v=ZCXM-cBQ8Fs

22. Immerse yourself in the equestrian marvel through our lens
at the recent event! Our dedicated team skillfully captured
and filmed every highlight, ensuring that not a single
moment of the spectacle was missed.
From delivering real-time feed updates to creating engaging
stories, we crafted a visual narrative that brings you right into
the heart of the action. To amplify the thrill, we strategically
enhanced our posts to broaden our reach and deepen
audience engagement.
The results speak for themselves: our efforts garnered an
impressive 700K impressions and 500K views, demonstrating
the captivating power of our visual storytelling and the
successful amplification of the event's excitement.
Al Shiraa'aa Intl
Horse Show Event

23. Discover the impact of our comprehensive coverage of the
Al Salam Championship! Our skilled team vividly brought
the event to life, capturing its vibrant atmosphere with
striking photography and captivating video footage.
We delved deep into the heart of the championship,
offering an exclusive look at its most thrilling moments.
Through engaging storytelling and a meticulously curated
feed, we encapsulated the essence of excitement,
teamwork, and unforgettable experiences, effectively
sharing the essence of the event with a wider audience.
Al Salam Championship
Wide Event Coverage

24. ready to elevate your brand's creative journey?
let's craft brilliance together.
reach out to us at info@zianetwork.com
and let's ignite innovation.