Serviceplan Middle East has partnered with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Dejavu to create “One Summer Isn’t Enough.” The seasonal campaign has launched across 12 markets under the Experience Abu Dhabi destination brand, with a series of vibrant and light-hearted films that showcase Abu Dhabi as the best place to experience summer.
According to the campaign, with global travelers increasingly setting their sights on Abu Dhabi for the summer season, Abu Dhabi is looking to highlight its “diverse range of indoor experiences, unmissable events and unbeatable summer offers.” Thus, one summer just isn’t enough.
The campaign includes films produced by Dejavu with the first phase seeing the launch of a global campaign as well as films across various international markets, including China, India, Europe, and the GCC.
The second brought in A-list celebrities as destination ambassadors for Abu Dhabi. One film features Bollywood superstar Ranveer Singh and his father on a family trip to explore Abu Dhabi’s attractions, while the next phase shows Egyptian icons Ahmed Helmy and Mona Zaki on an Abu Dhabi summer getaway of their own.
“Our campaign showcases the wide range of incredible sights, all-ages activities, and memorable experiences that families can enjoy together, at their own pace, establishing Abu Dhabi as the ultimate summer destination,” said H.E. Nouf Mohamed Al-Boushelaibi, Executive Director of Strategic Marketing & Communications at DCT Abu Dhabi.
“Abu Dhabi’s vision as a destination is to enrich people’s lives by sharing the great experiences we have to offer, and we aspire to reach every household and encourage visitors to embrace an unparalleled Abu Dhabi summer experience like never before. We appreciate our creative partner, Serviceplan Middle East, for developing a concept and script that embodies this vision, and the exceptional team at Dejavu Productions for executing this content to the highest standards. We hope that it will introduce new audiences to Abu Dhabi’s exceptional summer offering.”
“’One Summer Isn’t Enough’ is our first global campaign with DCT Abu Dhabi and we’re very happy to see the positive impact it has created so far amongst the residents of Abu Dhabi and the global audience,” said Natalie Shardan, Managing Director of Serviceplan Middle East.
Manasvi Gosalia, Executive Producer at Dejavu, added: “This campaign breaks the category mold by bringing out the richness of Abu Dhabi through unique executions, tailored to different markets. We’ve collaborated with renowned directors from Finland, Egypt and India to bring out the authenticity of the city via a strong storytelling filming approach.”
Credits
The Department of Culture and Tourism Abu Dhabi:
H.E. Nouf Mohamed Al-Boushelaibi – Executive Director of Strategic Marketing & Communications at The Department of Culture and Tourism Abu Dhabi
Ghadeer Khub – Creative & Production Department Director at The Department of Culture and Tourism Abu Dhabi
Nada Assaf – Campaigns Section Head at The Department of Culture and Tourism Abu Dhabi
Mira Al – Abdullah – Brand Strategy Unit Head at The Department of Culture and TourismAbu Dhabi
Serviceplan Middle East:
Natalie Shardan – Managing Director
Akhilesh Bagri – Chief Creative Officer
Saed Shaka – Account Manager
Tarek Daher – Account Manager
Frances Bonifacio – Head of Strategy
Karim Mroueh – Digital & Channel Strategist
Andre Couto – Creative director
Aashna Gopalkrishnan – Sr. Copywriter
Kenneth Barnes – Sr. Art Director
Zein Sadedin – Sr. ENG copywriter
Nehal Salah -Sr. ARB copywriter
Kunal Gawani – Sr. Designer
Yasir Ali – Sr. Digital Designer
Deja Vu:
Ahmad Helmy X Mona Zaki:
Production House – Dejavu
Executive Producer – Manasvi Gosalia
Head of Production – Kavya Iyer
Director – Omar Hilal
DOP – Tony Miller
Producer: Maarouf Bikdache
Global film:
Production House – Dejavu
Executive Producer – Manasvi Gosalia
Head of Production – Kavya Iyer
Director – Nalle Sjoblad
DOP – Mikael Gustafsson
Producer: Maarouf Bikdache
Ranveer Singh Film:
Production House – Dejavu
Executive Producer – Manasvi Gosalia
Head of Production – Kavya Iyer
Director – Navzar Eranee
DOP – Shanker Raman
Producer: Sampada Harkara
