top of page

THE PROBLEM
We needed to launch Abu Dhabi onto the world's stage, but we were fighting preconceptions of region as backward and dangerous.



THE SOLUTION
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 AWARDS

The region's first Cannes Lion (for Copywriting Craft in Film) and various local award shows.


80" Film:

80-SEC FILM

15" TEASERS
Media was synced with sunrises around the various broadcast zones

SOCIAL SUN SHARING

Free downloadable videos and screen-savers of beautiful sunrises in Abu Dhabi were offered to users to share – and specifically targeted those in the region suffering from poor weather and cloudy sunrises.

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 - by artists inspired by sunrise.

MOBILE APP

bottom of page