Everyone shops here. So everyone is in the campaign.
Géant needed a campaign that makes the weekly shop feel premium, for a customer base as mixed as the UAE itself.
Premium Made Daily. Premium is not a price tag. It is fresh produce, dates and the brands you grew up with, on the shelf every day. The line sits on every frame as a cut-out sticker in Géant red.
A localized, inclusive campaign that looks like Géant’s real customers in Géant’s real stores. The system is built to keep going: new faces, new aisles and new seasonal moments, all under one line.
Creative direction: Mohamed Magdy. Production: Night Jaguar.
Géant needed a campaign that makes the weekly shop feel premium, for a customer base as mixed as the UAE itself.
Supermarket advertising in the region usually shows one family, one look and one table. Most of the people who walk Géant’s aisles never see themselves in it.
In the UAE, the hypermarket is one of the few places everyone shares. Every nationality walks the same aisles, and most of them are looking for a taste of home.
Cast the real customer and put her in the real store. Keep the Arabic and English signs, the country markers and the local brands in frame, so every visual reads as Géant in the UAE and nowhere else.
Premium Made Daily. Premium is not a price tag. It is fresh produce, dates and the brands you grew up with, on the shelf every day. The line sits on every frame as a cut-out sticker in Géant red.
Five key visuals, five women, five ways to shop. A shopper in an abaya choosing fruit beside the dates, under bilingual U.K., U.S.A. and France aisle markers. A young woman with henna on her hands and a paper bag of produce under The Market sign, in English and Arabic. A regular in a UAE jersey, sitting in a trolley under a row of world flags. A street-style shot crouched in the snack aisle. And a fisheye portrait at the Géant entrance, the name lit in both scripts, arms full of Nada milk next to global snacks, an Arabic name necklace at her collar. Each woman is styled the way she actually dresses, shot with a wide, close, social-native lens.
At the front door
The name in lights in English and Arabic, and local and global brands in the same arms.
Every aisle, a different hometown
Bilingual signs, country markers, dates, henna and a national jersey: the details that make it local, kept in frame.
If your customers come from everywhere, your campaign should too.
A localized, inclusive campaign that looks like Géant’s real customers in Géant’s real stores. The system is built to keep going: new faces, new aisles and new seasonal moments, all under one line.
- Engagement and saves versus previous Géant social creative
- Comment sentiment in Arabic and English
One hanger photo. A full product page.
Al-Ittihad kits, product pagesView the case