Where Legendary Lives

Aquaventure World relaunched itself with David Hasselhoff put back on lifeguard duty, seeded as leaked footage of him running morning briefings, testing slides and queueing in the canteen, then extended into a hero film with adrenaline athletes and creators plus new photography, radio and on-park activations.

The brief

Families and thrill-seekers choosing a Dubai day out, for a waterpark wanting to feel fresh to people who have been before.

The idea

Baywatch lifeguard David Hasselhoff was seeded in 'leaked' clips running staff briefings, testing slides and queuing in the canteen, then fronted a hero film with athletes and creators, radio and in-park activations.

What to borrow

Seeding a star as leaked footage first lets the audience discover the campaign before it is announced.