We needed to launch Abu Dhabi onto the world's stage, but we were fighting preconceptions of region as backward and dangerous.
A fresh start for Abu Dhabi and the world. A brand position:"Travellers Welcome" – a celebration of harmony, beauty and a progressive human spirit.
The region's first Cannes Lion (for Copywriting Craft in Film) and various local award shows
Took our audience to downloadable screen-savers of beautiful sunrises in Abu Dhabi, which they could also send to their loved ones. Media targeted users in the region suffering from poor weather and cloudy sunrises.
MOBILE APP Offered live streams of Abu Dhabi sunrises, along with suggested itineraries of travellers wanting to maximise this time of day, weather updates and traditional Arabian music - the perfect soundtrack to an early rise.