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Most Read of 2024: MEA鈥檚 Biggest Stories

20/12/2024
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As we wrap up another year, we look back at the most read stories from the Middle East and Africa that captivated the imagination throughout 2024
As 2024 comes to a close, 天美棋牌鈥檚 Olivia Atkins takes a moment to reflect on the stories that truly resonated about the MEA region this year. 

From groundbreaking campaigns to in-depth profiles of creative leaders, these are the articles that captured the most attention, sparked conversation, and inspired creativity across the region. Whether it was a witty promotion that redefined indulgence or a creative leader鈥檚 unique approach to storytelling, this selection showcases the power of innovation and authentic connection that defined the year in advertising and beyond. 

Here鈥檚 a round-up of 天美棋牌 MEA鈥檚 most-read stories of 2024:


鈥淚 Want to Be as Close to the People and Work as Possible鈥

From copywriting to creative leadership at M&C Saatchi Abel, this profile piece of M&C Saatchi Abel鈥檚 creative partner Jake Bester documents his creative journey spanning over 20 years. Starting with his time in client services at Ogilvy Cape Town before he transitioned into copywriting and design, to joining M&C Saatchi Abel and working on iconic brands like Red Bull, Volkswagen, Nando鈥檚, and adidas. Jake鈥檚 leadership philosophy? To stay close to the team and the work 鈥 he describes himself as a 鈥渃ool dad鈥 leader.

What sets his work apart is his relentless pursuit of quality, whether it鈥檚 crafting simple, impactful print ads for VW or fighting to realise bold collaborations like the Superbalist x Spotify campaign. Jake thrives on meaningful storytelling and cherishes his studio as a creative sanctuary. Outside of work, he鈥檚 a surfer, gardener, and even a surf brand founder. Fun fact? Jake once had his finger cut off and reattached 鈥 an anecdote as unique as his career path.


McDonald's UAE Turns Fine Dining Bills into Full Stomachs

McDonald's UAE, with FP7McCann Dubai, launched the witty 'After-Dinner Dinner' promotion to target unsatisfied fine-dining customers. Guests who presented pricey restaurant bills at select Dubai branches received a free McDonald鈥檚 meal, turning post-dining disappointment into fulfilment.

The campaign used geo-targeted notifications to lure customers from high-end eateries to the comforting Golden Arches, making McDonald鈥檚 the ultimate go-to for post-event satisfaction 鈥 even after fancy dinners. Federico Fanti, FP7McCann's CCO, called the idea both "insightful and playful", tapping into McDonald's consistent promise of good food and feel-good moments. The campaign鈥檚 clever execution redefined indulgence with a side of fun.


AnNahar Launches the World鈥檚 First AI President of a Country in Lebanon

Faced with two years without a sitting president and 13 failed election attempts, Lebanon turned to innovation, launching the world鈥檚 first AI president in collaboration with IMPACT BBDO Dubai and Addition New York. Powered by 90 years of impartial journalism from AnNahar Newspaper, the AI analyses historical data and current events to answer political and governmental questions with an unbiased perspective.

The AI president debuted in a live broadcast interview with AnNahar's editor-in-chief, Nayla Tueni, discussed Lebanon's pressing challenges and offering solutions. A dedicated platform, OurPresident.ai, allows citizens and officials to engage with the tool for guidance. This bold campaign helped to redefine leadership while holding the parliament accountable, with Tueni declaring, 鈥淚f the parliament won鈥檛 act, the people will.鈥


UAE Government's Flying Taxi Takes on London Black Cab Queues

At London鈥檚 Charing Cross station, a bold yellow flying taxi 鈥榟overed鈥 above the traditional black cab stand, capturing the public鈥檚 attention as part of the UAE鈥檚 鈥楤ring Your Impossible鈥 campaign. The striking installation promoted the UAE鈥檚 plan to launch commercial flying taxis by 2026, blending innovation with bold ambition.

Created by IMPACT BBDO and partners, the stunt went viral, amassing 40M+ views in a week. Khaled AlShehhi of the UAE Government Media Office called it a "bold statement" showcasing the nation's ability to transform visionary ideas into reality. The campaign highlights the UAE as a hub for innovation, inviting global thinkers to dream big and join a future where "even taxis reach the skies."


Heinz Launches World鈥檚 First Ever Ketchup Insurance Policy

Heinz Arabia has unveiled the world鈥檚 first ketchup insurance, covering 57 types of messy mishaps, from carpet stains to splatters on pets or ceilings. Inspired by social media鈥檚 ketchup fails, the policy turns spills into smiles by offering rewards like cleaning services, laundry assistance, and even spa treatments, all accessible via the MyBenefits app.

Passant El Ghannam, Kraft Heinz MEA鈥檚 marketing head, says, 鈥48% of our fans have ketchup accidents, but 91% still think Heinz is worth it. Ketchup insurance ensures their love stays worry-free.鈥

Fans can submit claims through Heinz Arabia鈥檚 website or socials using #HeinzKetchupInsurance, proving that messy moments just got a lot more enjoyable.


Panadol Campaign Spotlights Silly Little Pains

Breaking away from clich茅d pain relief ads, Panadol鈥檚 latest campaign by Grey Argentina and Grey Dubai captures the everyday moments of pain we all know too well -- like sharp corners and stubbed toes. Through clever print and social visuals, these "domestic traps" appear harmless at first but reveal the hidden sources of our everyday suffering.

Mariano Favetto and Joaqu铆n Ares, ECDs at Grey, explained, 鈥淲e wanted to show the reality of pain, not exaggerated caricatures, focusing on those relatable moments that make us curse under our breath.鈥

This fresh, authentic take on pain relief reminds us that Panadol is there for life鈥檚 small, unexpected ouches 鈥 turning everyday pain into a campaign everyone can feel.


Everyone鈥檚 a DJ with Coca-Cola鈥檚 New AI Instrument

Coca-Cola鈥檚 latest project, 'Coke SoundZ', blends fizz and music, using AI to create a digital instrument that lets users compose their own bubbly beats. Developed by WPP OpenX and AKQA US, this unique instrument features sounds from the iconic Coke bottle, like the hiss of air and crackle of bubbles, recorded with binaural microphones for an immersive experience.

Coke SoundZ allows anyone to create music, whether you鈥檙e a pro or a beginner, through a physical device or AI-powered app. The project combines the brand鈥檚 authenticity and optimism, offering an accessible way for fans to connect with the brand. Even Coke's internal teams are using it for upcoming campaigns, cementing the brand鈥檚 commitment to innovation and genuine connection with its audience.


Samsung Galaxy Uses AI to Erase Your Ex This Valentine's Day

Samsung鈥檚 new campaign, 'The Breakup Edit,' tackles pre-Valentine鈥檚 Day heartbreaks with a clever twist. Using the AI-powered Galaxy S24, users can erase their exes from photos with just a few taps, leaving behind memories of themselves 鈥 not their ex. You can even replace the void with something more cheerful, like a cute puppy or a celebrity crush.

Launched by Cheil Dubai, the campaign connects to the surge of breakups before Valentine鈥檚 Day, offering a humorous yet practical way to 'edit' the past. The campaign showcases the Galaxy鈥檚 Generative AI Edit feature, helping users clear up their hearts and their photo albums.


Ramadan 2024: What Are the Ad Trends?

This year's Ramadan ads reflected cultural depth and the evolving trends that shaped the season. Experts from Media.Monks, Impact BBDO, and Serviceplan Middle East highlighted key shifts -- with personalised content on the rise, while brands increasingly used AI and storytelling to connect with diverse audiences. They expected TikTok story-time trends, sustainability, and healthier eating messaging, resonating with consumers' mindfulness and faith to dominate during Ramadan.

Social media, particularly Instagram and TikTok, was a hub for user-generated content and real-life stories. While micro-influencers were favoured for their authentic engagement, with brands preferring to embrace real, relatable narratives. Ads focusing on family, charity, and spirituality remained strong, but there was a fresh focus on personal growth, mental health, and sustainability.


Why Coca-Cola Is Celebrating Local Sellers' Wonderfully Wonky Takes on an Icon

Coca-Cola's 'Every Coca-Cola Is Welcome' celebrated the hand-painted signs of small shops around the world, highlighting the brand's global reach through personal, human connections. This campaign was contrasted with high-tech projects and embraced the imperfect, often quirky, art of local vendors who proudly displayed Coca-Cola鈥檚 logo in their own unique style.

The campaign, a labour of love, involved collaboration across markets, uncovering touching stories from small business owners, like a shopkeeper in India honouring her late father. Despite the challenge of balancing brand guidelines with this organic creativity, Coca-Cola embraced these heartfelt, offline user-generated tributes, showcasing the true spirit of inclusion and authenticity.
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