AGENCY
Raphael Nassoura, Executive Creative Director
Muhammad Ali, Senior Creative Director
Gary Rolf, Associate Creative Director
Vishal Munyal, Associate Creative Director
Rebekah Westberry, Account Executive
Diana Asal, Account Manager
Wissam Gharib, Account Director
Sameer Islam, Strategic Planning Manager
FP7 McCann Dubai
Tahaab Rais, Regional Head of Strategy
Manar Abdulla, Senior Arabic Copywriter
Deja Vu
Starcom Dubai
Craft MENA
SUMMARY
Summer theme
park offers can be a noisy and competitive category. Yas Island Abu Dhabi set
out to stand out in this category by building appeal amongst families and
children in the UAE. Inspired by the celebration of lockdown heroes and the
sudden rise in toy sales we created the world’s first-ever toy talks, a platform
designed to Give toys a platform to discuss their pandemic trauma stories. The
campaign grew revenues by 107% vs. 2019 exceeding pre-pandemic performance.
