2018 Winners & Shortlists

The Campaign

Skydiver dives over the Dubai Palm with the RTA flag, RTA employee pulling a double decker bus, team pulling a metro, over 60,000 employee participation, over 3000 taxi drivers forming the UAE flag & attempting to break a World Guinness record twice. Whats not creative about this idea?

Creative Execution

Pre Campaign: Video creation of RTA accepting the challenge, shot in multiple locations using public transport. During: Boot camp that included trainers, hoops, football space for employees and people to participate at. Sponsorship of Skydiver to jump of a plane with the RTA flag Employee pulling a bus Employee pulling a double decker bus 3000+ Taxi driver forming the UAE flag Training events for employees Football tournament Women Walk Event Post: Stats Video to showcase all the event highlights.

Campaign Reach: 3M+ Engagement: 240K+ Impact: With over 60,000 participants from RTA employees & a massive number of participants in the various events that was done, on-ground activations, RTA was among the top if not the top participant in the initiative. Main achievements were to support Dubai being the healthiest city in the world and be among the top community to make this happen. The bottum line is that there were no business goals for RTA, just taking lead in making Dubai and the people living here change their daily habits and routine and have a healthy happy life. This was done for Dubai and the People of Dubai. Healthy Lifestyle, Happy life.

When the Dubai 30x30 challenge was launched by HH Hamdan bin Mohamed Crown prince of Dubai, to make Dubai the healthiest city, RTA took the challenge and activated these projects: Boot Camps in multiple locations for 1 month, Sponsoring a Sky Diver, pulling a bus, pulling Dubai metro and various on-ground activations with a huge social media support . Thats why its not only integrated but a well integrated campaign.

Targeting all of Dubai and the world to witness an initiative with the main purpose is the health of the people. Building Awareness of how important it is to live in a healthy community. RTA integrated with several on-ground activations that includes: Sponsoring a Skydiver, creating a boot camp in various locations, videos productions Pre -during- Post, social media support & over 60K employee participations. Video was produced for accepting the challenge within 16 hours of the launch of the initiative, branded boot camp on various landmarks in Dubai, sponsorships, multiple video assets were created, and promoting participation on all social media platforms.