The Foundation
A film made with Arsenal Women about access to education for girls, carrying real stories of young women reached by Sobha Group's school and university programmes in the UAE and India. AKQA set the concept, Bullion Productions made it and James Willis directed. It ran across both Sobha Realty's and Arsenal's own digital and social channels with joint messaging.
- The brief
- Girls in the UAE and India whose futures depend on access to education, and fans who follow Arsenal Women.
- The idea
- Sobha Realty and Arsenal Women made a film telling true stories of girls educated through Sobha Group's schools and university schemes in the UAE and India, posted on both partners' channels.
- What to borrow
- A sports sponsorship can carry a cause when the brand brings real beneficiaries of its own programmes into the story.
| Brand | Sobha Realty |
|---|---|
| Agency | AKQA |
| Talent | Not named |
| Channels | digital, social |
| Source | Campaign Middle East |
Case studies like this
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| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Abdul Latif Jameel Motors | Jameel MotorsportSports · 26 Dec 2023 | Sports | – | 26 Dec 2023 |
| Almarai | Ramadan 2026: Appreciate the BlessingsFestive · 12 Feb 2026 | Festive | Webedia | 12 Feb 2026 |
| Winter City | Winter City at Al Wasl PlazaFestive · 6 Dec 2024 | Festive | – | 6 Dec 2024 |
| Toyota | Rooted & RisingPurpose · 28 Aug 2025 | Purpose | MRM MENAT | 28 Aug 2025 |
| Saudi German Health | KhotahonPurpose · 3 Jun 2024 | Purpose | – | 3 Jun 2024 |
| RAKEZ | RAKEZ BusinessWomen Package launchDigital/social · 21 Apr 2020 | Digital/social | – | 21 Apr 2020 |
What other home & building brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Azizi Developments | Ramadan 2026 sales programme at MeydanExperiential · 25 Mar 2026 | Experiential | – | 25 Mar 2026 |
| Roshn | Ehsan National Charity Campaign 2026Purpose · 23 Feb 2026 | Purpose | – | 23 Feb 2026 |
| DAMAC Islands | Buy a Home, Get a Luxury CarFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| Danube Properties | SHAHRUKHZ by Danube launchLaunch · 22 Dec 2025 | Launch | – | 22 Dec 2025 |
| DAMAC Islands | DAMAC Islands 2 launchIntegrated campaign · 18 Dec 2025 | Integrated campaign | – | 18 Dec 2025 |
| Diriyah | Diriyah Season 25/26Experiential · 11 Dec 2025 | Experiential | – | 11 Dec 2025 |
| Aldar | Driven By DetailsIntegrated campaign · 28 Jul 2025 | Integrated campaign | Lobster | 28 Jul 2025 |
| Drydocks World | Name Our CraneDigital/social · 21 Jul 2025 | Digital/social | – | 21 Jul 2025 |
More from Sobha Realty
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Sobha Siniya Island campaignIntegrated campaign · 20 May 2025 | Integrated campaign | – | 20 May 2025 |
| ONE Sobha app brand filmAd film · 19 May 2025 | Ad film | ANC Advertising Agency | 19 May 2025 |
| InterplayAd film · 13 Feb 2024 | Ad film | Alok Nanda & Company | 13 Feb 2024 |