Create Great Moments Together

The group's brand platform, built off its own study across the UAE, Egypt, Bahrain, Oman and Lebanon which found that 92 percent of residents are happiest with family and friends but more than a quarter manage five hours a week or less with them. The campaign showed the emotion of shared moments as a nudge to spend more time together, and became the frame for the group's later work.

The brief

Residents of the UAE, Oman, Bahrain, Egypt and Lebanon who feel happiest around family and friends but get little time with them.

The idea

Majid Al Futtaim surveyed five markets, found 92% happiest with family and friends yet over a quarter getting no more than five weekly hours with them, and built its brand platform on shared moments.

What to borrow

Proprietary research that exposes a gap in people's lives can give a multi-business group one platform all its brands can use.

Brand	Carrefour
Agency	Not named on the source
Talent	Not named
Channels	TV, digital, social
Source	Communicate Online