Most Read of 2024: MEA’s Biggest Stories

From copywriting to creative leadership at M&C Saatchi Abel, this profile piece of M&C Saatchi Abel’s 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’s, and adidas. Jake’s leadership philosophy? To stay close to the team and the work – he describes himself as a “cool dad” leader.

What sets his work apart is his relentless pursuit of quality, whether it’s 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’s a surfer, gardener, and even a surf brand founder. Fun fact? Jake once had his finger cut off and reattached – an anecdote as unique as his career path.

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’s 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’s the ultimate go-to for post-event satisfaction – 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’s clever execution redefined indulgence with a side of fun.

Faced with two years without a sitting president and 13 failed election attempts, Lebanon turned to innovation, launching the world’s 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, “If the parliament won’t act, the people will.”

At London’s Charing Cross station, a bold yellow flying taxi ‘hovered’ above the traditional black cab stand, capturing the public’s attention as part of the UAE’s ‘Bring Your Impossible’ campaign. The striking installation promoted the UAE’s 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 Arabia has unveiled the world’s first ketchup insurance, covering 57 types of messy mishaps, from carpet stains to splatters on pets or ceilings. Inspired by social media’s 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’s marketing head, says, “48% of our fans have ketchup accidents, but 91% still think Heinz is worth it. Ketchup insurance ensures their love stays worry-free.”

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

Breaking away from clichéd pain relief ads, Panadol’s 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 Joaquín Ares, ECDs at Grey, explained, “We wanted to show the reality of pain, not exaggerated caricatures, focusing on those relatable moments that make us curse under our breath.”

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

Coca-Cola’s 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’re a pro or a beginner, through a physical device or AI-powered app. The project combines the brand’s 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’s commitment to innovation and genuine connection with its audience.

Samsung’s new campaign, 'The Breakup Edit,' tackles pre-Valentine’s 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 – 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’s Day, offering a humorous yet practical way to 'edit' the past. The campaign showcases the Galaxy’s Generative AI Edit feature, helping users clear up their hearts and their photo albums.

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.

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’s 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.