7X

Digital/social · 5 Dec 2024

A comedy series that sends up the ad-pitch process to explain the 7X rebrand to younger Emiratis. Comedian Abdulla Almamari plays a marketer whose ever more outlandish pitches keep getting notes from his boss, with artist Maitha Mohamed explaining that 7X is the parent of Emirates Post, EMX, FINTX and EDC. It ran two months on 7X's own social channels with influencers reposting the episodes, and viewers were asked to send in their own ideas.

Agency: InFocus Media Agency. Talent: Abdulla Almamari, Maitha Mohamed.

Rebrand · 1 Feb 2024

Emirates Post Group renamed its parent company 7X, a name it explained as the seven emirates joined to seven continents and seven seas. Emirates Post kept its own name as an operating entity alongside EMX, FINTX and EDC, and the new identity was launched as part of a five-year group strategy.

Festive · 2 Dec 2023

For UAE National Day, Emirates Post Group worked with the Mohamed bin Zayed University of Artificial Intelligence to issue three watercolour-style postage stamps generated by text-to-image models, showing the Sheikh Zayed Grand Mosque, the Burj Khalifa and sustainability motifs. The group called it a first for the region and sold the set through its online store.