2022 Winners & Shortlists

Cultural / Context information for the jury

Majid Al Futtaim Holding, the region's leading lifestyle group, bring various experience to 17 markets. These experiences include Ski Dubai-- the regions 1st indoor ski resort, CB2, Carrefour, the Magic Planet arcade and more all under one roof, the Mall of the Emirates. The story features a night before Christmas at the mall and the classic poem "A Visit From St. Nicholas"(aka. "a Visit") by Clement Clarke Moore.

Translation. Provide a full English translation of any text.

N/A

Tell the jury about the copywriting.

The copywriting features a personalized rendition of the classic Christmas poem "A Visit From St. Nicholas" by Clement Clarke Moore. Similar to the original piece, this version was whimsical and captured the festive occasion with rhythmical wordplay; something uncommon on Majid Al Futtaim Holding's social media channels. The poem itself imaginatively strung together various brands in the company's brand family, the story following the journey of a Christmas bauble rolling through Mall of the Emirates (Majid Al Futtaim's flagship mall) with the purpose of being the "finishing touch" to the mall's holiday decor and the "great moments" for Christmas. The content was developed as a snackable video to commemorate 2021's holiday occasion across Majid Al Futtaim's B2C channels. The poem was narrated with a welcoming and wise female VO to truly capture the essence of the script and the essence of Christmas.