2022 Winners & Shortlists

IT'S POSSIBLE

Short List
BrandUAE GOVERNMENT MEDIA OFFICE
Product/ServiceIT'S POSSIBLE DOCU-SERIES
EntrantVIRTUE WORLDWIDE Dubai, UNITED ARAB EMIRATES
CategoryCorporate Purpose & Social Responsibility
Idea Creation VIRTUE WORLDWIDE Dubai, UNITED ARAB EMIRATES
Production WHAT IF CREATIVE STUDIO Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

We are not a product or service, we are a Nation brand. So, our purpose and our responsibility is greater and has a much bigger impact. The UAE’s purpose is to enable people that have drive and passion to achieve their dreams. It rewards people that do not come here just for the quick gain and leave, but those who take what is provided to them and make something out of it. This is why we never mention the UAE’s purpose directly, instead we celebrate the impact of the nation's purpose on people by putting the spotlight on the real stories of real people - their journey to success, with all the ups and downs. We bring the purpose to life and prove it, rather than simply stating it.

Please tell us how the brand purpose inspired the work

Even though the United Arab Emirates (UAE) is a young country, having celebrated their 50th birthday in 2021, it already has been established and recognized as a land of opportunities. This is evident through its ability to attract talent from all over the world for different industries (over 190 nationalities). However, whenever people move to the UAE they think of it only as a transitional period – where the average expat tends to stay in the UAE for 3 years on average before travelling back home or to another country. The objective was to cement the UAEs positive perception as a place of opportunities, but to also showcase those opportunities across the 7 Emirates and launch the nation brand. How? Through the various policies put in place and highlighting everything the country has achieved over the past 50 years in governance, innovation, trade, investment, tourism, humanitarianism and heritage.

Credits

Name Company Role
Ciaran Bonass Virtue Worldwide Executive Creative Director
Sarah Berro Virtue Worldwide Senior Creative Director
Elie Nasr Virtue Worldwide Senior Creative
Carl Jreissati Virtue Worldwide Head of Account Management
Ali Fathalla Virtue Worldwide Account Director
Mahmoud Hassan Virtue Worldwide Account Director
Alvaro Bretel Virtue Worldwide Head of Strategy
Dina Alsharif Virtue Worldwide Strategist
Gloria Abou Diwan Virtue Worldwide Head of Production
Nagham Abboud Virtue Worldwide Senior Producer
Dennis Kareta Virtue Worldwide Producer
Moe Najati WHAT IF Creative Studios Director
Nasrallah Saad WHAT IF Creative Studios Executive Producer
Hugo Narciso WHAT IF Creative Studios Executive Producer
Robert Babekuhl WHAT IF Creative Studios Director Of Photography
Links
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