/AWARDS
Bronze - MENA Effie 2023
BRIEF
Create a campaign to attract GCC families to Yas Island during the summer.
CHALLENGE
In the midst of global travel options, how do we make Yas Island stand out and entice Arabic families to visit during the summer?
BACKGROUND
Today's Arab kids are growing up in a highly digital world, lacking tangible experiences to create lasting memories. Parents want to provide these special memories but struggle to connect with their children.
IDEA
We tap into nostalgia by bringing back the legendary Miami Band, creating a remix of their iconic song "Al Hamdullah Wa Shefnakom" (meaning "happy to see you") and transforming it into "B Jazirat Yas Nelkakom" (meaning "Let's meet on Yas Island") to resonate with both past and present generations. Introducing…
Miami Band - B Jazirat Yas Nelkakom
PHOTOGRAPHY
In our photography project, we aimed to feature Miami Band in several locations: Ferrari World, Warner Bros. World, Yas Marina Circuit, Seaworld, and a general shot representing Yas Island.
To make the most of our limited shooting time, we photographed the band against a grey backdrop and later incorporated different backgrounds. The images came out great thanks to the band's lively energy, humor, and their natural chemistry with the camera.
