Past Winners

2010 Winners & Shortlists

MEET DUBAI

Bronze

The Flash Player is required to view this content.

ClientEMIRATES AIRLINES
ProductCOUNTRY PROMOTION
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of EntryIntegrated
TitleMEET DUBAI
Product/ServiceCOUNTRY PROMOTION
Entrant Company:LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency:LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Credits

The Campaign

Meet Dubai is a campaign about stories. The stories of Dubai as a city. And the stories of the people who have made Dubai what it is today. Everyone knows about Dubai’s accomplishments, her skyscrapers and record-breaking feats. Our campaign introduces the raw side of Dubai through 14 TV spots, 18 separate print ads, a website and yahoo page, and a personal blog detailing our tv character’s journey in Dubai. This is the side of Dubai people around the world rarely see. The real Dubai.

Success of the Campaign

This was Emirates’ largest campaign for the past 5 years and hence there was a great deal of interest in its success. The print campaign did very well, generating word of mouth for the airlines, especially for the breadth of executions and natural style of photography. However, the most important element that came through was that real Dubai residents were used – representing a fresh approach when advertising Dubai. It was the TV campaign, however, that generated the most success. From the shooting style to the actor chosen, it was seen a great success both with the client and the industry. It appeared in countless magazines and received praise from everyone who saw it. The results with the consumer were equally impressive with research showing that it changed viewer’s perception of Dubai and increased their likelihood to visit the city dramatically.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched in April 2009 with print ads that appeared in major publications such as Time, Newsweek, Business Week, Financial Times, Herald Tribune and the Wall Street Journal all around the world. Along with the print, online banners were used to drive people to the Emirates website where they could find out more about Dubai and also books flights.

Credits

Name Company Position
Malek Ghorayeb Leo Burnett Regional Executive Creative Director
Christian Khoury Leo Burnett Creative Director
Nabil Rashid Leo Burnett Copywriter
Dima Kronfol Leo Burnett Art Director
Dimitri Papadimitriou Leo Burnett Account Supervisior
Tarek Saidi Leo Burnett Account Exec
Basma El-Mujtahed Leo Burnett Head Of Tv
Sara Anani Leo Burnett/Arc Digital Creative Director