2015 Winners & Shortlists

Results and Effectiveness

In just one week, over 25,000 participation from online and social took part in this activation. (Source: Supplier Data) The hashtag #LarestSelfieFlag was trending the first week when the competition kicked off. Overall 65,000 people engaged with the digital flag over the national day weekend. (Source: Agency Estimates)

Creative Execution

We created the first ever – United Selfies Flag - a digital flag made up of selfies of UAE people. This flag symbolized the union of 200 nationalities living in UAE JBR Beach Mall is a popular area frequented by expats and locals and hosts one of the largest digital screens in UAE. We placed interactive selfie booths where people were invited to take a selfie. These selfies were instantly uploaded on the digital screen to form the United Selfies Flag. To give everyone a chance to be part of this flag, we ran a campaign on all Emirates NBD platforms inviting people to take a selfie and sharing it via the hashtag #largestselfieflag.

Insights, Strategy and the Idea

On the occasion of UAE’s 43rd National Day, Emirates NBD wanted to celebrate the union in a unique way, engaging the whole nation. When UAE first became a union on 02nd Dec 1972, its flag and its colours symbolized unity. Emirates NBD decided to give new meaning to this union by celebrating union of 200 nationalities who call UAE home.