Rationale:
In a fast-paced world where routines often overshadow moments of joy, Hala Bel Hayat was born to remind people to hit pause, embrace spontaneity, and celebrate the vibrant journey of life. The campaign taps into a universal desire—especially in the Middle East—for meaningful experiences, connection, and self-expression. SHARE, a lifestyle and loyalty program, serves as the perfect partner in this message, offering real benefits that enrich everyday moments.
The Arabic phrase “Hala Bel Hayat” (“Hello to Life”) carries a warm cultural resonance, inviting audiences to reconnect with the little joys—be it a coffee break, a shopping spree, a family outing, or an unexpected adventure. With music as its heartbeat, the campaign takes a fresh sonic branding approach to evoke emotion, rhythm, and relatability across generations.
Solution:
We created a feel-good anthem—Hala Bel Hayat—designed not just as a track, but as a movement. Anchored in an upbeat, modern Arabic-inspired soundscape, the song celebrates daily moments and the unique experiences that come with living life to the fullest.
The campaign rolled out across digital platforms with a vibrant music video, multinational and multicultural influencer integrations, user-generated content prompts, and SHARE app tie-ins that offered real rewards tied to moments in the song. Each lyric mirrored an action users could take using SHARE—dining, shopping, exploring—turning the song into an interactive journey.
“Hala Bel Hayat” became more than a slogan. It became a soundtrack to everyday life, encouraging audiences to live louder, smile bigger, and say yes to what truly matters.
