2017 Winners & Shortlists

WINTER REIMAGINED

Client/BrandDUBAI TOURISM (DEPARTMENT OF TOURISM AND COMMERCE MARKETING)
Product/ServiceVISIT DUBAI
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
Type of EntrySocial
CategoryInfluencer / Talent
Idea Creation WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Media Placement HAVAS MEDIA MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production THE NUDGE THEORY Dubai, UNITED ARAB EMIRATES

The Campaign

Since cold weather is a hot topic during the European winter, we hijacked European weather forecasts across 5 countries by getting their most popular meteorologists to broadcast weather updates from Dubai – a cheeky invite to a sunny and pleasant destination.

Creative Execution

At the point where Europe’s winter was at its worst, we flew down their top 5 weather ladies and broadcasted their regular forecast from a beachfront location in Dubai. The weather ladies were recruited from our 5 key markets – UK, Germany, France, Italy, and Russia.

- Dubai broke its own record by welcoming 14.9m overnight visitors in 2016 - More than 8.3M views - More than 67K interactions with the campaign content over social media

It is easy to challenge the perception of Dubai as a destination with limited offering. For that you just need to highlight all the things that you can do in this city. But isn’t that something that every holiday destination in the world does? We needed an insight that could work as a hook to get people interested. Through our research, we found something that sounded obvious but truly revealing: among our target audience, checking the weather is one of the most popular online activities done during the winter. 90.7% of people do it often (per data collected from Global Web Index). An activity more popular than visiting/using social networks (90%), watching videos online (83.8%) or even more popular than visiting a travel/vacation website (77.8%). This is where the opportunity was: making our audience feel envious about our sunny winter weather.

Credits

Name Company Position
Piotr Chrobot Wunderman MENA Executive Creative Director
Piotr Chrobot Wunderman MENA Art Director
Fernando Miranda Wunderman MENA Senior Copywriter
Lina Nader Wunderman MENA Senior Art Director
Alvaro Bretel Wunderman MENA Strategy Director
Faysal Abdulmalak Wunderman MENA Managing Director
Nimit Bhatia Wunderman MENA Account Manager
Shahbaaz Khan Wunderman MENA Account Executive
Carla Louis Wunderman MENA Creative Services Manager
Muhammad Azam Wunderman MENA Designer
Fahad Naeem Wunderman MENA Designer
Daniel Zacatenco Wunderman MENA Designer
Miguel Bardales Wunderman MENA Designer
Agata Kubien Wunderman Mena Senior Art Director
Piotr Skarbek Wunderman MENA Senior Copywriter
Fatima Nokkari Wunderman MENA Copywriter
Babu Nair Wunderman MENA Artwork
Fahad Rayan Wunderman MENA Artwork
Tissa Ka Wunderman MENA Artwork
Alex Oberberg Dubai Tourism (Department of Tourism and Commerce Marketing) Director - Campaigns
Yovitha Dale Dubai Tourism (Department of Tourism and Commerce Marketing) Manager - Campaigns
Links
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