2017 Winners & Shortlists

The Campaign

The Idea Looking for the best view in town? The creative idea shows local guys going to extreme/funny lengths to try and get a glimpse of the best view of Dubai. This also happens to be the same view that the Dubai Creek Harbour will give. The video was purposely meant to look like real content so that people would engage with it on social media and also get our very simple message.

Creative Execution

The execution was to make the video look like real content so that people would share it. It was uploaded on all their social media channels and within a week 9Gag shared it.

Facebook - 1.5 million views / 17K reactions / 450 comments Instagram - 13.5K views / 170 comments YouTube - 210K Views 9Gag - 17,894K views / 698 comments

This video was created in a style that was meant to look like real content caught on an iPhone so that people would not think it's an ad and share it. Even though it clearly had a brand message it still got people talking and debating and went viral - even 9Gag shared it on their site. http://m.9gag.com/gag/agV6Aqg?ref=android.s.fbm

Emaar had barely any engagement online and were getting no cut through with all their previous videos. They wanted to do something completely different. We wanted to make the brand more relevant to the Dubai audience so we set about to make it a less uber, luxurious brand to a more modern / younger brand. We also wanted to make the video in a way that people thought it was real so that it would get lots of engagement. We know that people generally switch off to ads and don't share them so we needed a way around this.