2015 Winners & Shortlists

Results and Effectiveness

The campaign has just broken but the indications are that this video has been hugely successful in viewership and being shared.

Creative Execution

The perfect medium – mobile. We posted the video via Facebook and other mobile social networks so that our video would get out to all our fans and then, in turn, be shared by them with their friends thus creating a viral effect.

Insights, Strategy and the Idea

The objective: To remind people that there’s more to life than staying in doing mundane things, and to get out and make the most of all that the city has to offer by thinking of and buying TimeOut Dubai. The target audience and relationship with the brand: Our target audience is wide, as TimeOut covers all forms of entertainment, sport, dining, culture etc. Insight: People get stuck in a routine and forget about what’s going on around them, the entertainment available beyond their everyday lives. The idea was to use the world’s current internet obsession of sharing kitten videos, and join in, but with a twist at the end. We show the owner of the cutest ever kitten ever, playing with her kitten. She’s mildly obsessed with her kitten. Like there’s nothing else in the world to entertain her. We show at the end that TimeOut means there is.