In N Out Dubai

In-N-Out's five hour pop-up Cali comes to the Middle East (for a very limited time)

What is it?

American fast-food icon In-N-Out brought its cult burger status to Dubai for one day only. In fact, the pop-up was only open for 5 hours! This queue-around-the-block moment served up class

Why we love it?

Dubai loves food moments, and the five hour opening was a masterclass in scarcity as a marketing strategy, making this West Coast favourite super desirable: Insta-worthy appeal, and an iconic menu made it an unmissable event. The line was hundreds of people deep.

Limited time = maximum hype.

2. Fiverr Go Launch Campaign "AI took my job (to the next level)"

What is it?

Fiverr have launched Fiverr Go, an AI tool that allows freelancers to train design models in their unique style. The launch ad humorously parodies the iconic pottery scene from Ghost, showcasing AI as a collaborative partner rather than a threat.

Why we love it

The creator economy is changing, and (used correctly) AI will supercharge a creative's output, rather than just replacing them. This campaign cleverly addresses AI apprehension, positioning Fiverr Go as an ally to human creativity.

 

Heinz Trade Up

3. Heinz Trade-up Vending Machine The free ketch-upgrade you didn't know you needed

What is it?

Heinz launched a cheeky, sustainability-led stunt in Dubai, letting people trade in the crinkly old plastic ketchup sachets stacking up in their drawers for a gleaming full-sized bottle. It's a simple swap, but one that lands big on brand love and keeps Heinz top of mind (and top of your cupboard, too).

Why we love it

This clever campaign not only encouraged sustainability but also delighted fans with the prospect of enjoying their favourite condiment in a more convenient form. By turning a common inconvenience into an opportunity for enjoyment, Heinz successfully engaged consumers and reinforced their commitment to creative, consumer-focused marketing.​
Bar Dating App Heinieken

4. Heineken's Bar Dating: The best way to meet your match, bar none

What is it?

Heineken’s new dating-style app doesn’t match you to new people: it matches you to new bars. The global beer brand has launched Bar Dating apps in Brazil and Italy, designed to add a fresh twist to a night out by helping consumers find new venues and break free from their ‘usual.’

Why we love it

The launch comes with a series of short ads that call out “toxic” relationship behaviour, repositioned as expectations from local bars. It’s a great take on the late-night industry, and a refreshing way of poking fun, whilst still involving and giving back to venues.

Iris Projects Abdullah Al Othman

5. Art Dubai Bawwaba, Abdullah Al Othman Everyday signage as cultural storytelling

 

What is it?

Saudi artist Abdullah Al Othman’s Bawwaba installation at Art Dubai uses familiar street signs to tell unfamiliar stories. Playing with typography, neon, and urban visual cues, his work reframes everyday signage as poetic expressions of place and identity.

 

Why we love it

It’s a subtle but powerful take on how cities speak through their symbols, language, and lived-in infrastructure.

The use of neon and urban signage reflects how cities like Riyadh and Dubai have a unique visual language. It’s a powerful reminder that even street signs in their simplest forms are designed to hold the spirit of a place.