2016 Winners & Shortlists

Brief Explanation

With temperature highs of 40+ degrees , UAE recorded the hottest place on the planet in June 2015 . Research has shown that high temperatures can cause severe depression and stress ! Something had to be done to help relieve this heat

Results and Effectiveness

50,000 freezing ads were distributed in 1 week to UAE readers . This came as a practical idea that answered our consumers need during the hot summer and translated on our brand Uniqueness and Experience

Creative Execution

Our solution was to take something ordinary such a print ad and transform it to an engaging message that can answer people's need A simple mechanism of squeezing the ad caused it to go to sub zero cold , offering a temporary escape from the heat , giving a small taste of what Ski Dubai has to offer

Insights, Strategy and the Idea

Ski Dubai the only place in the UAE that is far from heat, far from stress with – 4 degrees temperature across the year , felt concerned and took the challenge on this warm summer and high temperature by providing UAE residents the coolest way to beat this heat