Umniah by Beyon's "Darb El Asateer" (Path of Legends) has been named one of the Top Five Creative Campaigns in the Middle East for June 2026 by Campaign Middle East, one of the region's leading publications covering marketing, communications and the creative industries.
The recognition highlights the campaign's success in delivering a fully integrated creative experience that combined music, storytelling, innovation and national identity to celebrate the historic achievement of Jordan's national football team, qualifying for the FIFA World Cup for the first time in the country's history.
Each month, Campaign Middle East spotlights a select group of the region's most outstanding creative campaigns before presenting them to marketing and communications professionals through its Private View platform, where industry leaders review and discuss some of the Middle East's most notable creative work.
In its feature, the publication highlighted "Darb El Asateer" as a large-scale musical production that brought together legendary and emerging Jordanian artists in a powerful tribute to the determination and resilience that define Jordan's football journey. The campaign was rolled out across television, outdoor advertising and digital platforms, supported by influencer collaborations, creating an integrated brand experience that reflects Umniah's vision of delivering communications that go beyond traditional advertising.
The publication also highlighted the campaign's use of artificial intelligence to revive the voice of the late Jordanian folkloric icon Miteb Al-Saggar, preserving his artistic legacy while adding a powerful emotional and cultural dimension that reinforced the campaign's connection to Jordan's national identity.
Commenting on the recognition, Dina Al Daoud, Executive Director of Brand and Corporate Communications at Umniah, said:
"Being recognized by Campaign Middle East as one of the region's top five creative campaigns is particularly meaningful because it comes from one of the industry's leading platforms for marketing and communications. It demonstrates that stories rooted in national identity can resonate far beyond local audiences when brought to life through bold creativity and exceptional execution."
She added:
"At Umniah, we believe brands have the power to create an impact that extends beyond products and services by telling stories that genuinely connect with people, reflect their culture and embrace the latest creative technologies. This recognition reinforces our commitment to investing in authentic ideas and locally inspired storytelling that elevate Jordanian creativity and strengthen its presence on the regional stage."
This latest recognition adds to the growing success of "Darb El Asateer", reaffirming that campaigns built on authentic local stories, brought to life through creativity, innovation and world-class execution, can earn regional recognition while reflecting Umniah's continued evolution following its brand transformation.
The full feature is available on Campaign Middle East's website: https://www.msn.com/en-ae/news/other/here-are-campaign-middle-east-s-work-picks-of-june-2026/ar-AA27MWtY.
