2012 Winners & Shortlists

Brief Explanation

In tourism commercials, we are always seeing other people doing things and having fun. What if we could give viewers a better taste of what it’s like to experience Abu Dhabi? To truly immerse them in the experience? To do this, we have used a technique that allows us to showcase Abu Dhabi, whilst creating maximum intrigue for viewers: a first person point of view. Allowing anyone who watches the commercial to feel like they are actually there; engaging with them and connecting with them on a higher level; and creating a greater appetite to visit the city once they see how amazing it is to actually be there. The idea is modular – meaning we can tailor it towards any selection of experiences or activities. The story is a thrill each minute, a whirlwind tour of the many things to see and do in Abu Dhabi – as seen through the eyes of various different travellers and visitors. You could be for 48 hours in Abu Dhabi. You could be for a few days. Or even a week. The commercial follows a logical exploration of Abu Dhabi – from the first person perspectives of different types of people.