2017 Winners & Shortlists

The Campaign

The UAE is a melting pot of creeds and nationalities welcoming over 400,000 of people from nearly 200 different countries. The country treats all expatriates like any Emiratis. Therefore, expats resonate strong emotions about UAE and proudly consider the country as their second home. Bahri was looking to create a platform that could stage the emotions of expatriates and help them express their love for the country. The latest UAE National Day was the perfect occasion! As millions of expatriates celebrate the (National Day) with equal passion and enthusiasm as any Emirati. Bahri created an interesting podium that brought people from different nationalities and walks of life living all together, and believing in one emotion (love of country). Which - of course- carried the message of: “We are all Emiratis”

Creative Execution

We took the initiative to town by setting-up interactive screens with personalized filters in different busy locations across UAE. Holding behind those screens and filters a bigger message to send: (Although we look different, we are still the same - We are Emiratis). The interactive screens were a platform for people to express their love, passion and patriotism to the country. It was fun and simple! All what people had to do is to choose between the filters, place themselves on spot, smile, take the picture and email it to their preferred ones. To take the activity in the digital sphere, we customized snapchat filters in Dubai and Riyadh as well. And for those who could not access interactive screens or snapchat but wanted to be part of this activity, we replicated the idea on a microsite!

The result of this activity was heartwarming. It was endearing to see people of all ages pour out in large numbers to express, celebrate and embrace the country they belong to and consider as home. Over 700,000 of people interacted through the screens, microsite and snapchat. Thousands of emails, snaps and tweets were shared with friends and family around the world. The objective of the activity is to give the people a chance to express their feelings of love and gratitude which parallels the vision and goal of UAE; everyone lives in UAE should live with pride, loyalty and love. Interactive Screens Total Interactions: 38,767 Snapchat Total interactions: 469,000 Dubai: 310,000 Riyadh: 159,000

Bahri was looking to create a platform that could stage the emotions of expatriates and help them express their love for the country. The latest UAE National Day was the perfect occasion! As millions of expatriates celebrate the (National Day) with equal passion and enthusiasm as any Emirati.