12th Edition
Welcome to the AHA! Newsletter, where we dive into standout campaigns from across Publicis Groupe, showcasing the creativity and insight that power our work. Each issue offers a window into the brilliant ideas and talent within our global network, delivering those moments when everything clicks—the AHA! moments that spark fresh inspiration and new possibilities.
McDonald's Exchange Rate
- Agency: Leo Burnett Dubai
- Client: McDonald's
McDonald’s Qatar launches the “McDonald’s Exchange Rate,” a digital tool designed to make food swaps between friends just a little more fair.
The campaign's strength lies in how deeply it’s tied to real behaviour. Everyone’s been there: sharing a table, eyeing someone else’s fries, negotiating bites like they’re currency. This idea doesn’t invent a new habit, it just makes an unspoken one official. And in doing so, it celebrates what McDonald’s has always been about: messy, social, shared moments that happen over a tray of food.
This activation shows that McDonald’s pays attention. It acknowledges how people actually experience their meals, and what little things make them memorable.
It’s fun, smart, and answers the age-old question: how many fries are worth a bite of a Big Mac?
Undeserved
- Agency: Publicis London
- Client: Leukoplast
Leukoplast launches “Undeserved,” a powerful film-led campaign that reframes what healing really looks like and who gets to experience it fully.
The campaign stands out for its unflinching portrayal of the recovery process. From postpartum infections to skin tone bias, it tells real stories that don’t often get told, reminding us that healing isn’t one-size-fits-all. By focusing on the overlooked and the underserved, it brings the emotional and systemic weight of recovery into sharp focus.
This is a bold repositioning for a wound care brand, one that goes beyond functionality to stand for healing equity. The campaign doesn’t just show care, it demands it. In doing so, it carves out a space for Leukoplast as a brand that sees every patient, and every story.
Sometimes healing needs more than time. Sometimes it needs a spotlight.
Strangers
- Agency: Publicis Middle East Doha
- Client: The King Faisal Specialist Hospital & Research
King Faisal Specialist Hospital & Research presents “Strangers,” a moving film that connects lives through the power of organ donation.
What makes this campaign work is its delicate tackling of a sensitive misconception. Organ donation in the Islamic faith is often misunderstood, but the campaign gently unfolds the truth: saving lives is a shared value, deeply supported by religious teachings. By weaving together eight stories of seemingly unrelated people, it reveals how one act, donating organs after death, can ripple through countless lives.
This campaign positions the hospital not just as a medical leader, but as a bridge between tradition and modern care. It highlights the profound impact of organ donation while respecting cultural beliefs, showing that saving lives transcends boundaries and sometimes, strangers have the strongest connections.