2022 Winners & Shortlists

THE TIME IS NOW

BrandABU DHABI TOURISM
Product/ServiceABU DHABI TOURISM
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryDirection
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production THE GOLDMINE FILMS Dubai, UNITED ARAB EMIRATES

Write a short summary of what happens in the film

Our films show bad baking mishaps, people leaving the alter, wrecking their Lego set, a lonely birthday girl and bored couple binge-watching immediately leaving to go to Abu Dhabi after finding out that it was welcoming vaccinated travellers.

Cultural / Context information for the jury

Since 2020, tourism has taken some serious blows from COVID. People were missing out on valuable time with their loved ones and stress-free travel. In the wake of all this, Abu Dhabi made one of the biggest announcements; an invitation for vaccinated travelers to be a tourist again. Through social listening we created scenarios that had taken the world by storm during COVID and poked fun at them. No more bad baking mishaps or binging the next Netflix suggestion, but more people leaving behind their new-found love for Lego, or even the alter unannounced. We showcased our unique offerings on mobiles, TVs and digital, allowing them to relate the feeling our characters felt in that moment. We elevated and exaggerated the need for these characters to get on the next plane to visit Abu Dhabi, amplifying the campaign line, The Time Is NOW.

Credits

Name Company Role
Dani Richa Impact BBDO CEO and Chairman
Azeem Afzal Impact BBDO CEO
Johannes Frederick De Beer Impact BBDO Creative Director
Ali Rez Impact BBDO Executive Creative Director
Ann Geleen Amparado Impact BBDO Producer
Christopher Shearer Impact BBDO Copywriter
Imad Andraos Impact BBDO Account Manager
Madhup Agarwal The Gold Mine Films Executive Producer
Mark Middlewick The Gold Mine Films Director
Bobby Dhillon The Gold Mine Films DOP
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