BabyJoy Father’s Day Campaign

The Biggest and First 360° Campaign in Saudi Arabia

The Challenge

BabyJoy wanted to create an unprecedented Father’s Day campaign that would emotionally resonate with Saudi audiences and deepen brand connection in a culturally meaningful way.

Our Approach

We crafted a fully integrated 360° campaign centered on authentic storytelling—honoring fatherhood through nostalgia and innovation.
• Developed a culturally relevant concept leveraging Abdelmajeed Abdullah’s iconic song ‘Ya Tayeb El Qalb’
• Produced the first fully AI-generated outdoor activation in the region
• Managed end-to-end creative, production, and media execution
• Communicated our message across key GCC markets (UAE-Oman-Kuwait)

Execution

From heartfelt digital content to large-scale outdoor displays, every touchpoint was designed to evoke emotion and celebrate fathers across Saudi Arabia & the GCC.

Impact

• Over 100 million social media impressions
• Elevated brand engagement and loyalty to unprecedented levels
• Set a new benchmark for innovation and emotional marketing in the region