Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai shares his thoughts on Campaign ME's Private View in May.Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our ‘Works’ from April is by Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai.
The insight is mint. It nails the local lingo without dressing it up in agency-speak. Feels like one of those ideas where you had an amazing insight, and you forced a tech twist and suddenly we’re in science fair territory. Fun to look at, not sure it actually does justice to the insight.
Important topic, well-intentioned, but let’s be honest, it feels like a safety manual with music. It says the right things but forgets to surprise. A little more creative punch would’ve taken it from informative to unforgettable.
IKEA Al-Futtaim – Supporting First Steps
This is IKEA doing what IKEA does best, making real life feel special. They didn’t even film anything, just let parents be parents. No polish, no posing, just pure joy.
It’s the kind of ad you accidentally rewatch three times. Total win.
adidas Originals – Loomhood Collection
This one walks in with swagger and doesn’t fake a single frame. It’s raw, it’s grounded and it owns its space without trying to please everyone. Easily one of the rare ads that actually feels like it belongs where it was made.
Loud applause from this side.
Yas Island – Zindagi Ko Yas Bol
Big idea, big nostalgia, big budget and still, somehow, big miss.
The casting was a shortcut to the audience’s hearts, but the delivery felt like a school play. It could have been magic, but instead it’s over-acted and under-directed. Bollywood deserves better. So does Yas.
By Osama Siddiq, Co-Founder & Executive Creative Director, LION Dubai.
