Abu Dhabi Launches Global Campaign ‘One Summer Isn’t Enough’

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.”


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

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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