2016 Winners & Shortlists

#OURUAE

BrandGMC
Product/ServiceAUTOMOTIVE
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryNon-Fiction: Series or Film
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Contributing Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency CARAT Dubai, UNITED ARAB EMIRATES
Contributing Company 2 LIQUID THREAD Dubai, UNITED ARAB EMIRATES
Production Company BOOMTOWN PRODUCTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

The UAE is a country made up of 7 emirates. But most of the population doesn’t know that. That’s because 89 percent of them are expats. For them, the UAE is Dubai and Abu Dhabi, tall buildings, water parks, malls, more malls, and golf courses. Even the very patriotic Emiratis don’t venture out of the city limits much these days. So, with UAE National Day approaching, we saw an opportunity for GMC to take people off the beaten track and show them a side of their country they’ve never seen before. We picked two Emiratis to explore the 7 emirates in a GMC Sierra. They became the nation’s tour guides. The public followed their journey through weekly episodes leading up to National Day. People could choose episodes to watch by navigating a map of the UAE on a microsite. On the ground, we used Dubai International Motor Show to let people experience the road trip using Oculus Rift Virtual Reality Goggles.

900k unique views on youtube 4.5 million users reached on facebook 22 million social media impressions. $7.8 million worth of media coverage. #OurUAE became a trending twitter topic on National Day.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Andre Nassar Leo Burnett Dubai Executive Creative Director
Firat Aktas Leo Burnett Dubai Account Director
Ramzi Kiblawi Leo Burnett Dubai Account Supervisor
Zaid Alwan/Daniel Salles/Rafael Augusto Leo Burnett Dubai Creative Directors
Daniel Salles Leo Burnett Dubai Head of Art
Haytham Lamah Leo Burnett Dubai Head of Arabic
Sari Al Asaad Leo Burnett Dubai Graphic Designer
Samer Zouheid Leo Burnett Dubai Senior Copywriter
Katarina Vasilj Leo Burnett Dubai Art Director
Daniel Kilalea Boomtown Productions Producer
Rory McLoughlin Boomtown Productions Director
Robison Mattei Leo Burnett Dubai Art Director
Links
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