2022 Winners & Shortlists

Write a short summary of what happens in the film

The film is a modern, stylized re-imagining of the original music video for the Bee Gees' hit, Staying Alive. Inspired by the original's walk and talk approach, the piece follows three incredibly charismatic off-beat staycationers as they swagger their way across the island's different experiences. Beyond just a simple demo of the experiences, we use music, lyrical delivery, dance performances and visual comedy to add fun, style and energy to every scene. The lyrics act as a guide that dictates what we see next in the story while still letting the scenes unfold in a playful way. The film ends on an open ending that suggests that the fun never actually stops on the island.

Cultural / Context information for the jury

Abu Dhabi has always struggled to attract visitors from other emirates... and the border restrictions and strict COVID regulations it had in place made things even more difficult for entertainment and leisure destinations like Yas Island. So when it came to staycations in the UAE, Yas Island Abu Dhabi was not top of mind. We needed to challenge the category and take on staycation big-budget established giants like Dubai by skipping the price wars and offer-based comms... and doing what we do best - entertain. Despite border restrictions, the campaign broke into local pop culture and positioned Yas as ‘the place to staycation’ during summer. It generated media coverage across popular outlets like LovinDubai, Dubai Problems, DubaiLad, The National, Gulf News, etc. Beyond positive comments and shares, the campaign inspired user generated content in the form of homegrown memes, copycat videos and lots of dancing via our Tik Tok Challenge.