MAGRABi Summer Campaign

Work developed as part of MAGRABi’s in-house marketing team.
All rights and ownership belong to MAGRABi Retail.

For MAGRABi, across Saudi Arabia, the UAE, Kuwait, Qatar and Egypt, we developed a multi-market summer campaign to move the brand beyond product promotion and position it as the definitive lifestyle destination for the season. Recognizing that summer is experienced differently across cultures, the strategy evolved a single umbrella concept into three distinct, culturally attuned narratives under one unified tone: “The MAGRABi Cruise” for the GCC (UAE, Qatar, Kuwait), an “old money” nautical aesthetic of timeless, understated luxury;  “A Surreal Escapism” for Saudi Arabia, a fantastical, family-centered, dream-like world built with cultural sensitivity; and “A Wicked Summer” for Egypt, a playful, vibrant, editorial take on high-end summer mishaps that brings relatability into luxury.
Each narrative was carried through consistent art direction, styling and visual identity, and rolled out as a full multi-touchpoint ecosystem, OOH, digital, social and editorial content, ensuring local relevance in every market while maintaining one consistent luxury brand experience.