2010 Winners & Shortlists

Brief Explanation

This “New Day” campaign was designed as an “opening of dialogue” with the world – and created to simply whet a new audiences’ appetite for this new world destination (a destination that had never previously advertised internationally). A unique media buy enabled us to “own the dawn” on CNN, with a series of 8 different spots airing between 4am and 9am daily. Over the course of 3 months, Abu Dhabi was able to make a powerful and unexpected first statement to the world.