Brand Repositioning and Award-Winning Campaigns
Silver
MECSR MENA Awards 2025
Marketing Excellence — Digital-First and Influencer Campaigns. Plus Store Design of the Year contribution.
Silver
MECSR MENA 2025
Marketing Excellence
0+
Influencers activated
0+
UAE locations branded
0
Cinematic service films
The Brief
Al Jaber Optical has served the UAE for over forty years. Seventy stores. A deeply rooted Emirati institution with equity that most brands spend decades trying to build. The challenge was not to rebrand them. It was to bridge their legacy with a forward-facing, technology-driven identity and prove that forty years of heritage and cutting-edge innovation are not contradictions. They are the same story told from two directions.
The Challenge
A legacy brand with massive cultural equity risks being perceived as outdated if its content does not evolve. The campaign had to honor Emirati heritage authentically while simultaneously positioning Al Jaber Optical at the very front of the industry, including the launch of smart eyewear technology to a sophisticated regional audience.
What We Did
Six premium cinematic service videos produced, translating clinical eyecare into deeply human experiences. Each film captured the emotion, care, and precision behind comprehensive eye tests, contact lens solutions, color blindness treatments, and premium frame selection.
For major cultural moments including Hag Al Layla, World Sight Day, and UAE National Day, we used advanced AI to generate visuals and musical compositions that authentically connected the brand to Emirati culture. Five AI-driven campaigns produced.
Forty-five influencers and forty-five models activated for genuine community trust, not scripted brand endorsement. Live vox pops with real customers at store locations captured unscripted, authentic brand affinity.
We led the exclusive launch campaign for the Even Realities G2 Smart Eyewear at the 1 Billion Followers Summit: on-ground competitions, creator reviews, and real first-impression testimonials captured on launch day.
We traveled across the UAE filming tailored destination branding content for individual branches, highlighting the unique services and premium environment at each location.
Fifteen educational videos on eye health simplifying clinical information into content everyday audiences could connect with and act on. Online competitions and live in-store vox pops drove active engagement beyond passive viewing.
What this means for you
If your brand carries heritage, we know how to make it feel current without losing what makes it credible. If you are launching something new, we know how to build the trust that makes people buy.
Selected stills
The Results
Silver Award, Marketing Excellence, Digital-First and Influencer Campaigns. Campaign: Ramadan-Eid Influencer Campaign. Awarded by: Middle East Council of Shopping Centres and Retailers, MECSR MENA Awards 2025 and Retail Congress MENA 2025, Dubai.
Store Design of the Year, Emirati Eyecare and Eyewear, Optx by Al Jaber. We conceptualized and produced the exclusive showcase video for this award-winning high-end store concept, capturing the essence of its elite design and Emirati roots.
Next case study
Dual B2C and B2B Growth System
Read case study