Zainab Al Eqabi as brand ambassador
Mashreq fronts Rise Every Day with Zainab Al Eqabi, an MBC host, pharmacist and advocate for people of determination who lost a leg to a detonator blast in Iraq. The bank deliberately uses real people rather than influencers or celebrities to carry the platform's story.
- The brief
- UAE banking customers, for a bank telling its Rise Every Day story through real people.
- The idea
- Mashreq made Zainab Al Eqabi, an MBC presenter and pharmacist who lost a leg in a blast in Iraq and now speaks up for people of determination, the face of Rise Every Day.
- What to borrow
- Choosing a person with a real story of recovery over a celebrity lets a bank's slogan stand on lived proof.
| Brand | Mashreq |
|---|---|
| Agency | Not named on the source |
| Talent | Zainab Al Eqabi |
| Channels | digital, social |
| Source | Campaign Middle East |
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