athina afton lalljee

To get more people shopping local during the holidays, we created an original storybook featuring real small businesses, then brought it to life as an immersive experience along the town’s main street – complete with an audiobook that doubled as a guide.

To remind young athletes they’re not alone, we hacked the everyday act of counting reps to raise awareness of Kids Help Phone’s text line by embedding their number, 6-8-6-8-6-8, in workouts.

Cannes Lions 2018 | Print Silver
Featured in Lürzer's Archive and Communication Arts
D&AD | Shortlist
Dubai Lynx 2018 | Print Bronze

Today, 1 in 2 youth struggle with their mental health alone. And because young people are suffering in silence, many adults don’t grasp just how serious the mental health crisis is. With this fundraising campaign, we set out to show adults that “fine” is not fine at all. And while many youth may not be comfortable opening up to family or friends, supporting Kids Help Phone means their feelings will always have a place to go.

As more and more Arab women look to join the workforce, cultural expectations that confine them to the role of ‘homemaker’ still hold many back even today. Tathqeef, an established health organization for continuing education in the region, wanted to reach out to women to encourage them to follow their dreams.

To connect with our audience, we turned a symbol of their femininity into a sign of inspiration. The Veils of Pride project explored the success and ambitions of admirable Arab women, by transforming their most powerful quotes into inspiring portraits, crafted through the art of Arabic calligraphy.

Phase 2 of the project went a step further. By partnering with a local fashion label, MAK Dubai, we embroidered words of power onto veils for Arab women to wear. Giving each woman’s hijab a voice of its own.

Dubai Lynx 2017 | Design Grand Prix
Cannes Lions 2017 | Print Bronze

To give workers in the UAE a few extra minutes of happiness, we created the Hello Happiness Phone Booth – a special phone booth that accepts Coca-Cola bottle caps instead of coins for a free 3-minute international phone call, helping them connect with their families back home more often.

Cannes Lions 2014 | Outdoor Bronze + Design Shortlist
Dubai Lynx 2015 | Branded Content Grand Prix + PR Grand Prix
New York Festival 2015 | Design + Branded Entertainment

Note: This campaign received mixed reviews at the time of release due to the controversy it stirred up concerning the living conditions of the workers shown in the video and the nature of the product itself. Aerated drinks are regularly consumed by those working in the heat in the UAE, and this campaign aimed to offer a second use for the caps of bottles already being purchased by workers.

Keeping your feelings inside weighs you down – that’s why Kids Help Phone is here to make sure no young person should ever have to. Feel Out Loud is a new brand platform we created to let youth know that there’s a safe place for their feelings to go.

As part of Coca-Cola’s new Wish Upon a Coke campaign, we decided to surprise people on their way home for the holidays at one of the busiest airports in the world – Dubai International Airport. To do this, we created a special label for Coke bottles that doubled as an excess baggage tag. Passengers unable to carry many presents because of overweight luggage were then surprised with our special bottles, allowing them an extra 5 kilos of happiness – a wish come true!

Cannes Lions 2015 | Media Shortlist
Dubai Lynx 2016 | PR Silver

The greatest threat at the beach isn’t the water, it’s the sun. That’s why we teamed up with Melanoma Canada to put lifeguard towers where they’re needed most, in the water looking out over the beach.

We also created a sun safety training video to be air dropped at beaches across the country. Join the squad and become a certified Burn Guard by taking the test at BurnWatch.ca

Most people think that kids have it easy. But in 2021 alone, Kids Help Phone had over 4 million connections as young people struggled with problems like anxiety, depression and grief. We needed more people to take kids’ mental health seriously. So, we asked adults to lend their voice to kids. Calls and texts to Kids Help Phone were read by influential adults across TV, social and radio so that more people would pay attention.

Panadol Joint offers up to 8 hours of relief. So, to help consumers make the most of this pain-free time, we created mini 8-hour vacation packages.

Our kits were offered to joint pain sufferers at pharmacies. Complete with a pack of Panadol Joint, itinerary and accessories, people well over the age of 45 were able to go sky diving, rock climbing, kayaking and more. #My8HourVacation was then used as part of a social media competition to reach a wider audience across the UAE, Lebanon, and KSA.

While car dealers flash their best prices during the month of Ramadan (also the month of offers in the Middle East), Abu Dhabi Motors decided to take a different route and offer experiences with their superior cars instead. But on one condition: only if you can find them.