2016 Winners & Shortlists

The Campaign

Even though the UAE is one of the most multicultural countries, the UAE National Day is celebrated only by Emiratis. Expatriates remain merely spectators to the celebratory spirit On UAE’s 2015 National Day, Emirates NBD, created a tribute to celebrate everyone's contribution to the country We composed a special dedication to all (Emiratis & Expatriates) from leading Emirati singer - Rashed Al Naaimi. It celebrated the “United” in United Arab Emirates. RESULTS: (1) 2 million+ people reached and engaged (2) Via a social app, thousands changed their profile picture and shared the anthem. (3) The song was one of the most requested songs on radio by Emiratis and Expatriates, and received over 104,000 streams and downloads via anghami – a leading music platform in the UAE. (4) It topped the charts in the UAE for 2 whole weeks. (5) The music video achieved a million organic views. (6) Thousands across the UAE changed their profile picture to the colour of the UAE flag via our app and shared the anthem. (7) Emirates NBD achieved 100% positive brand respect.

(1) 2 million+ people reached and engaged (2) Via a social app, thousands changed their profile picture and shared the anthem. (3) The song was one of the most requested songs on radio by Emiratis and Expatriates, and received over 104,000 streams and downloads via anghami – a leading music platform in the UAE. (4) It topped the charts in the UAE for 2 whole weeks. (5) The music video achieved a million organic views. (6) Thousands across the UAE changed their profile picture to the colour of the UAE flag via our app and shared the anthem. (7) Emirates NBD achieved 100% positive brand respect.