A consumer brand campaign closing out BurJuman's multi-year redevelopment, repositioning the mall as a people-first place rooted in Dubai memory. It launched in November 2025 with a brand film on YouTube and ran across digital, outdoor, radio, metro and in-mall channels, plus QR-enabled then-and-now walkthrough installations, a symbolic Key Reveal, and creator work aimed at Indian and Filipino audiences under the hashtag RightInTheHeartMoments. Cinema buys were aligned to Indian and Filipino films.
The brief
Dubai residents, including Indian and Filipino communities, with memories of BurJuman from before its multi-year redevelopment.
The idea
After its rebuild, BurJuman launched a brand film plus then-and-now QR walkthroughs, a ceremonial Key Reveal and creator content, with cinema slots bought around Indian and Filipino films.
What to borrow
Buying cinema around the films its core communities watch lets a mall speak to them in their own leisure time.
