2010 Winners & Shortlists

Brief Explanation

How do you create desire for a culturally unique, but relatively unknown destination? How do you talk to an intelligent and very discerning audience about the values and welcome which they will find in Abu Dhabi? (Abu Dhabi’s target tourist is not your average package holiday maker – and Abu Dhabi is not an inexpensive destination!) And how do you create a tone of voice which sets your destination apart form the usual chest-beating self-celebrations prevalent in this category? The result was this “Be Still” film – an honest, emotionally rich and poetic journey deep into the heart of the true Abu Dhabi welcome. And a film which importantly doesn’t feel like advertising!