JUB’s Color of the Year 2026 - JUB | Clapboard Ad Archive

Names from the Hood is dale!’s 2025 campaign with LLYC Colombia, a bold move in the Colombian banking and finance sector that reframes the value of neighborhood commerce by addressing a persistent structural barrier: over 763,000 small businesses and street vendors operate without an official, searchable identity, making organic discovery and trusted recommendation nearly impossible in a digital-first world. At the campaign’s core is a simple but potent solution—dale! empowers these entrepreneurs to craft their own personalized Tag Aval payment handles, using the names and nicknames already entrenched in their communities, and integrates these identities into the Bre-b interoperable payment system to allow for instant payments directly via WhatsApp. This direct-to-platform capability turns historically informal microbusinesses into digitally discoverable, transaction-ready players, blending inclusion with utility in a way that past digital wallet solutions in Colombia have rarely achieved. The creative insight draws on local vernacular and the deeply Colombian practice of informal naming (nombres con calle), enabling enterprises to be recognized not through bureaucratic rebranding but by reaffirming how their communities already know and trust them. Backed by a 360° rollout that leverages emotional resonance and practical benefit, the campaign’s executions speak natively to shop owners, market traders, and food vendors long excluded by legacy financial systems, foregrounding empowerment and visibility rather than patronizing narratives of rescue. The ability to receive instant payments through WhatsApp—Colombia’s ubiquitous communications app—eliminates barriers of adoption and complexity while simultaneously advancing financial inclusion beyond traditional app silos and physical point-of-sale tech. What Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, the campaign’s arc is tightly engineered: it foregrounds the business challenge of invisibility and payment friction, then demonstrates the digital payment handle solution and its lived value, leveraging peer endorsement and the practicalities of everyday commerce over conceptual abstraction. In a fintech category crowded by utility-focused propositions from brands like Nequi, Daviplata, Movii, and Tpaga, dale! and LLYC Colombia position their digital wallet as uniquely attuned to the grassroots, prioritizing inclusion anchored in authentic, street-level culture rather than top-down financial engineering. With more than 1.2 million views online, the work signals both cultural relevance and digital traction, and Clapboard rates this 72/100. The campaign matters because it proves that successful financial innovation in Latin America requires solutions rooted in community recognition and frictionless access, not just new technology layered onto old economic structures.

Mamnoon, the comprehensive loyalty program from Zain Iraq, arrived in 2025 via a high-impact, fully integrated campaign that underscores the brand's ambition to move beyond transactional telecom services and step confidently into the realm of daily lifestyle relevance. Developed through a close creative partnership between MEMAC Ogilvy and Khumra Group, the campaign anchors Zain Iraq in both global best practice and local authenticity, with each asset tightly attuned to Iraqi consumer realities. At its core, Mamnoon offers users an intuitive mechanism to accumulate rewards for core telecom usage, with points redeemable across a spectrum of real-world applications — from call and internet credits to discounts on dining, retail, ride-hailing, delivery, and entertainment. The creative strategy positions Zain as an indispensable ally in modern Iraqi life: a platform that returns gratitude and tangible value with every touchpoint, as opposed to the bare-minimum utility that defines much of the sector. In line with what Clapboard's taxonomy would classify as FORMAT#1—Demonstration, the campaign dispenses with narrative theatrics to focus squarely on benefit-led communication, showcasing the reward mechanism in direct, visually sophisticated sequences that detail each dimension of the offering. Production values are firmly in the upper tier for the region: high-end photography and advanced digital content are woven across film and social platforms, crafting a cohesive brand expression that feels as premium and contemporary as any global telecom benchmark. Arabic-language executions and Baghdad as a production location ground the work in cultural nuance, enabling the brand to speak credibly to both mainstream and digitally engaged audiences. Across broadcast and digital touchpoints, the campaign generated over a million views, reflecting both strong market resonance and the growing appetite for customer-centric innovation within Iraq's telecom landscape. The strategic interplay between MEMAC Ogilvy’s global campaign discipline and Khumra Group’s local production expertise lends the project an intelligence that recognizes both the region’s technical aspirations and the lived truths of its consumers. Clapboard rates this 64/100. This program signals how market leaders can claim durable cultural relevance and emotional loyalty not through rhetorical promises of innovation, but by equipping everyday interactions with the frictionless rewards users genuinely value.

The Dacia Sandero campaign from Renault and Publicis Conseil, launched in Year: 2026 and positioned within the automotive category, returns Europe’s best-selling car to the spotlight by focusing on everyday adaptability and robust utility, newly enhanced with a modern exterior, advanced touchscreen, and a refined automatic transmission. The creative centerpiece is a film campaign that sharply exemplifies what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, using a narrative that follows multiple characters confronted by daily mishaps like being caught in the rain, missing public transport, or dealing with a breakdown, all of which are swiftly resolved by the intervention of the redesigned Sandero. Strategically engineered for mass resonance, the campaign’s 360° ecosystem connects film, digital content, CRM strategies, and evocative photography to ensure broad relevance and coverage across the continent. Publicis Conseil’s direction allows the Sandero to emerge not just as a product solution, but as a relatable protagonist that reflects the practical needs of millions—reinforcing its status with over 3 million Sanderos already on the road in Europe. The campaign’s underlying message threads reliability with aspirational sustainability, a distinction reinforced by earning the 2-star Ecoprod label as audited by AFNOR Certification—making it the first automotive communications campaign globally to achieve this environmental recognition, and substantiating Renault’s commitment to responsible production across its broader Synergie 2025 initiative. By eschewing hyperbole in favor of authentic, scenario-driven storytelling, the campaign establishes the Sandero as a touchstone for contemporary mobility solutions: accessible, future-facing, and built to navigate unpredictability. Clapboard rates this 58/100. The industry should recognize how Renault’s Dacia Sandero campaign sets a new standard for combining accessible utility with responsible communication, as consumer trust in automotive brands grows increasingly contingent on both authentic everyday value and measurable environmental action.

المدن الصحية, the 2025 campaign created by Mnjmfilm for وزارة الصحة, marks a new benchmark in social impact communications within the Saudi Arabian health and wellness category by elevating public health discourse through an assertively non-fictional, documentary-led approach. Conceived as an immersive, fact-based initiative, this work leverages 360° strategies integrating film and out-of-home placements to confront the status quo of health awareness in urban Saudi society, inviting citizens to observe and internalize the practical outcomes of collective health interventions rather than passively consuming emotive storytelling or celebrity-driven advocacy. By foregrounding verifiable, lived scenarios in the city environment, the campaign applies what Clapboard’s taxonomy would classify as FORMAT#1—Demonstration, directly showing the ways in which Ministry-led health programs tangibly benefit local communities and urban infrastructure. This choice punctuates the government’s positioning as both innovator and steward, with the explicit message that healthier cities are engineered through evidence-based policy and communal action, not mere aspiration. Agency Mnjmfilm crafts this engagement through cinematic documentary assets and prominent outdoor messaging, ensuring the work resonates both at ground level in Saudi urban centers and at the higher altitude of public dialogue about lifestyle reform, environmental design, and preventive care. The activation of real people and unscripted scenarios draws attention to the evolving relationship between urban planning and wellness, signaling a deliberate shift from individual responsibility to shared civic ethos, while the Arabic-first creative execution grounds the campaign in cultural authenticity and maximizes audience accessibility. The partnership with وزارة الصحة imbues the campaign with institutional trust and authority, reinforcing its dual function as both a tool for behavior change and an instrument for reinforcing national policy goals around sustainable, health-centric urbanization. Clapboard rates this 63/100. For an industry pushing beyond traditional awareness-raising, المدن الصحية asserts that credible impact in public health marketing now depends on demonstrable, lived evidence and the power of collective urban engagement.

NDC Bahar’s 2025 campaign The Stains That Complete the Celebration, conceived by Tonic Worldwide, confronts the enduring contradiction at the heart of Onam Sadhya for Malayali expatriates across the UAE, Oman, and Saudi Arabia: the festival’s unapologetic messiness collides with the daily decorum of spotless whites and unblemished clothing, giving rise to a uniquely relatable tension for the community. This 360°, digital, and integrated effort in the household product category uses satirical humor and meticulous cultural insight to position stains not as flaws, but as joyful badges of participation and vital evidence of wholehearted living—a bold pivot from category conventions that typically fetishize cleanliness, as seen with brands like Dettol, Harpic, or Lizol. At its heart are a trio of short films rooted in comic exaggeration and cultural nuance: a man’s futile, almost absurd tutorial on stain-free dining with tissue armor and plastic-wrapped arms; a woman, resplendent in her kasavu, defensively poised until the first glorious spill; and a fastidious friend policing others’ etiquette, completely oblivious to the monumental smear across his own chest. These vignettes, executed with deft pacing and sharply observed performances, transform familiar attempts at control into farce—a creative device that sits squarely in Clapboard’s FORMAT#12—Parody or Borrowed Format—by riffing on lifestyle tutorials and obsessive-behavior tropes for sharply local effect. The campaign’s strategy cuts to the heart of festival participation, inviting audiences to abandon perfectionism and embrace tradition with messy, sensory authenticity while implicitly elevating Bahar as an enabler of real connection over hollow hygiene rituals. As a feat of brand storytelling, the work delivers a distinctive voice in a sector historically dominated by the rhetoric of disinfection, reframing the narrative so that evidence of the feast—the smear of sambhar, the splatter of curry, the rice on the sleeve—signals communal joy rather than domestic failure. The campaign earns a Clapboard Campaign Score of 63/100. For a household product brand to champion imperfection as the true chronicle of celebration, especially within a category obsessed with erasure, signals an agile understanding of what meaningful participation and contemporary cultural relevance look like in diaspora markets.

Selah El Telmeez’s 2024 campaign اتغيروا واتحركوا ؟, developed by OUTOFZFOX and Attract Media, finds the education brand leveraging narrative depth to reinforce its leadership in Egypt’s rapidly evolving private education sector. Anchored by a strategy that prioritizes emotional engagement over mere academic utility, the work positions Selah El Telmeez as more than a curriculum companion—it becomes a mentor on the primary student’s journey, foregrounding themes of confidence, curiosity, and personal growth. While direct competitors such as Nafham, Enozom, and Future Kids Academy tout technological advancement and curricular comprehensiveness, this campaign pivots toward character-driven storytelling that normalizes the educational struggles and triumphs shared by children and their families, using stories that align with Egyptian cultural and linguistic context. Across five integrated 360° and film media assets, Selah El Telmeez is rendered not as a faceless textbook provider but as an empathetic partner—embodied visually through warm, inviting tableaux and reinforced through Arabic-language messaging that invites parents and students into a relational narrative. The campaign purposefully eschews feature-centric messaging, recognizing that trust and sustained engagement in the education market hinge on emotional resonance as much as technical efficacy, particularly with parents making high-involvement decisions about their child's formative years. By tapping into Clapboard's FORMAT#5—Exemplary Story, Selah El Telmeez positions its product as vital to overcoming obstacles within the campaign’s story arcs, whether that means building confidence, sparking curiosity, or breaking through academic barriers—a narrative move that elevates the brand’s function from educational resource to transformative influence in classroom and home alike. With the agency’s holistic approach manifest through cohesive cross-media storytelling and the campaign’s conscious alignment to audience identity, market context, and contemporary parent-child dynamics, the launch signifies a shift in Egyptian education marketing towards more holistic, emotionally literate brand narratives. Clapboard rates this 63/100. As parent and student needs in Egypt’s private education sector become more nuanced and human-centric, this campaign signals the growing importance of affective storytelling as a brand’s route to relevance and connection.

In 2025, Dreem, in collaboration with Hive Studio, launched a groundbreaking advertising campaign in Egypt titled Ai TVC Orange Baking Vanilla Commercial, marking a significant milestone in the Egyptian advertising landscape as the nation’s first television commercial created entirely with artificial intelligence. This 360° campaign strategically targets the confectionery, snacks, and food industries, spotlighting Dreem’s innovative orange-flavored vanilla product that simplifies the baking process by eliminating the need to peel or squeeze oranges when making orange cakes. Delivered in Arabic and designed to resonate with all sectors across the Egyptian market, the commercial blends cultural relevance with technological innovation, reflecting Dreem’s commitment to enhancing convenience and flavor in culinary experiences. With over 7.5 million views, the ad has captured substantial consumer attention, driven by its unique proposition and AI-generated creativity, although it garnered modest direct engagement in terms of likes and comments. By integrating cutting-edge AI technology in its production, Hive Studio not only showcases Dreem's product innovation but also elevates the creative possibilities in advertising, positioning the brand at the forefront of both industry and technological progression. This campaign underscores the potential of AI-driven advertising to create emotionally compelling and visually captivating content that meets evolving consumer expectations while reinforcing brand identity and market presence in Egypt’s competitive confectionery sector.

K for Krazy. K for Korean from Geki and FCB Ulka launched in India in 2025, disrupts the confectionery and snacks market with a campaign that thrusts Korean Ramen into the cultural mainstream by attacking the category’s staid incumbency head-on. With Masala Noodles? Blah. Get That Korean Kick as its brash calling card, the creative direction dispenses with nostalgia and familiarity, opting instead for combative irreverence that invites consumers to reject conventional masala noodles in favor of Geki’s unapologetically spicy, authentically Korean product experience—a sharp divergence from category leaders like Britannia’s wholesome reassurance or Haldiram’s heritage-driven appeal. Clocking over 33 million digital views, the campaign captures a generational appetite for global taste profiles by spotlighting real Korean flavor and the signature chili oil hit, synching with a wider wave of K-culture interest among young Indians fluent in digital and social behaviors. This is brand strategy executed in real time: marketing that frames product choice itself as a cultural act, directly targeting millennial and Gen Z fatigue with routine flavors and leveraging the social capital attached to adventurous eating. The agency’s work eschews multi-generational storytelling and heartwarming testimonials typical of confectionery and snack advertising, instead building its message around sharpened contrast—what Clapboard’s taxonomy classifies as FORMAT#4—Contrast with the Competition—by holding up the ordinary (masala noodles) as bland, passive, and obsolete, while pulling Geki’s ramen into the spotlight as bold, contemporary, and daringly different. Every creative decision feeds this narrative: the assertive English copy, the vigorous sensory cues, and the high-tempo digital-first rollout all reinforce the promise that switching to Geki is not just a flavor upgrade but an attitude statement. The result is a singular, vibrant campaign asset that instantly signals a differentiated value proposition in a highly competitive snacks environment, where rival brands lean on legacy or local quirk, and Geki claims cultural cachet and excitement. Clapboard rates this 63/100. As Indian snack brands stretch for international relevance in 2025, Geki’s campaign demonstrates that overt competitive framing and a contemporary global palate can reframe even an everyday staple as a badge for cultural adventurousness.

Dove’s 2025 global campaign Change the Compliment, developed with Zulu Alpha Kilo, confronts the beauty industry’s own legacy by asking a profound yet elementary question: what if the compliments we give to girls could actually undermine the confidence we mean to build? Launched across 25 countries for International Day of the Girl, the initiative targets the subtle linguistic habits that reinforce appearance above all else, calling for a pivotal cultural rethink in how we praise young girls. Research underpins the campaign’s insight that well-intentioned comments about looks contribute to rising dissatisfaction and diminished self-esteem, with girls significantly more likely than boys to receive appearance-based praise. Change the Compliment urges parents, educators, and broader society to redirect their recognition towards creativity, intelligence, courage, and other qualities that truly comprise a girl’s worth, foregrounding conversations about self-value that begin in childhood. Anchored by a hero film blending found footage and filmed moments of real girls, supported by expansive media across television, cinema, OOH, and social platforms, the campaign weaves these symbolically reframed compliments into the fabric of its every touchpoint. Social activation plays an integral role: a custom CapCut template for TikTok, influencer partnerships, and interactive Instagram assets enable community participation and story-sharing around the #ChangeTheCompliment rallying cry, while regional extensions such as Germany’s Body Confidence Sport program drive grassroots involvement. The campaign leverages Dove’s broader Self-Esteem Project—the world’s largest provider of body confidence resources, which has already reached over 137 million young people globally—further embedding Change the Compliment into educational programming and workshops throughout October. Throughout its execution, the core creative approach is best framed by Clapboard’s FORMAT#3—Symbolize the Problem taxonomy: compliments themselves stand in as emblematic, everyday symbols of a deeper systemic issue, rather than dramatizing product use or individual transformation. The message is amplified, not through literal demonstration, but with provocative headlines and storytelling that invite society to examine how simple, repeated behaviors can entrenched harmful norms. Within the highly competitive beauty market, and against the positions of sector giants from L’Oréal’s innovation focus to Nivea’s emotional care, Dove once again stakes out a values-led proposition around youth empowerment and positive self-image. Clapboard rates this 78/100. As a movement that lifts the mirror on the language of value and invites industry-wide reflection, Dove Change the Compliment signals that the next wave of purpose-driven beauty work will be led by brands willing to challenge the very scripts that underwrite their categories.

Välkommen till Brico Dépôt places Brico Dépôt decisively at the center of the French kitchen market conversation for 2025, with a campaign built on deceptively simple insight: if even a Swede—culturally synonymous with good taste and practical design—chooses Brico Dépôt for his kitchen, why wouldn’t a French consumer do the same? Conceived by Jellyfish France for the house and garden sector, the campaign rolls out as a series of social-first assets targeted to TikTok, Meta, and Pinterest, fusing documentary spontaneity with irreverent humor to maximum engagement effect. The narrative follows Lars, an endearing Swedish everyman, as he navigates Brico Dépôt’s aisles, explores kitchen models, and experiences the brand’s competitive propositions—choice, quality, fair pricing, and crucially, immediate availability—first-hand. His candid, Swedish-language reactions (translated by French subtitles) cleverly bridge credibility and levity, playfully subverting the expected hierarchy of kitchen expertise and inviting viewers to see themselves in his shoes. In execution, the campaign sidesteps hard-sell tactics, opting instead for an authentic user discovery journey that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, presenting the purchasing process through the relatable lens of a curious, slightly outsized character rather than a stylized lifestyle fantasy. By anchoring the creative in culturally attuned storytelling and social-native content conventions, Brico Dépôt not only carves out a point of difference in a market dominated by the likes of Leroy Merlin’s omnichannel expertise or Castorama’s value positioning but also injects freshness and immediacy with a suite of teaser, hero, and capsule films rolled out strategically for sustained audience attention. The campaign’s impact is underscored by viewership north of two million, solidifying its resonance with digital-first French consumers actively in kitchen-project mode. The blend of documentary tone, playful multilingualism, and a spotlight on instant in-store gratification reinforces Brico Dépôt’s credentials as accessible and essential, tuned to the rhythm of today’s market without sacrificing brand personality or trust. Clapboard rates this 63/100. For an industry saturated with hardline product claims and abstract lifestyle promises, Välkommen till Brico Dépôt signals the rising currency of social-native storytelling steeped in wit and user identification, showing how category leadership can be built on relatability instead of bravado.

Hunter’s 2024 winter campaign, Refreshes The Ones Abafostayo Through Winter, created by Grey South Africa, marks a distinct step-change for the cider brand in the fiercely competitive South African food and drink category by transforming winter from a season of retreat into one for resilience, ambition, and cultural pride. The campaign’s core creative leverages a recurring brand personality, uSiv iSterring se Winter—the Champion of Winter—whose exaggerated journey from wrestling hero to forex success story to creator of the most stirring song is rendered not as a straightforward narrative but as a constellation of larger-than-life achievements, eschewing linear storytelling for a mosaic of bold, aspirational personas. This archetypal lead sits squarely in Clapboard’s FORMAT#8—Ongoing Characters or Celebrities, banking on a high-recall central figure who embodies adaptability and continuous self-reinvention; rather than positioning Hunter’s as a mere refreshment, the brand is reframed as an enabler of elevation, energising consumers who might otherwise “hibernate” as the cold sets in. The 360° integrated rollout ensures that uSiv’s indomitable energy is unmissable across touchpoints, with a hero film asset serving as the entry point into a unified brand ecosystem, sustained by consistent messaging across digital, social, and experiential platforms. By aligning its narrative with a dynamic South African audience that increasingly values cultural resonance, personal growth, and authentic success stories, Hunter’s distinguishes itself from staples like Savanna and Windhoek Lager, whose winter communications traditionally lean on straightforward refreshment cues or heritage storytelling. Here, the campaign instead mines the power of an evolving, magnetic protagonist as a cultural call to action, affirming the idea that cold months are not an endpoint but a springboard for new feats—be they physical, financial, or creative. The campaign also consciously foregrounds local pride by celebrating a homegrown hero molded from multiple South African aspirations, deftly connecting the brand with wider conversations around multicultural identity, hustle, and emotional candor. The result is a lifestyle-forward positioning that feels timely and situated, offering an invitation to join a season-long movement of prowess rather than passivity. The campaign earns 71/100 in Clapboard’s global creative archive. In elevating Hunter’s from product to protagonist in the national winter narrative, this campaign demonstrates how character-driven storytelling can move brands out of category conventions and embed them in the cultural psyche.