Bridging the Spaces Between Us
A brand platform that dropped speed, coverage and hardware claims in favour of the emotional distances between families, businesses and communities in the UAE, restating du's promise of adding life to life. The creative debuted on the Burj Khalifa and was built with TBWA\RAAD.
- The brief
- UAE families, businesses and communities, for a telecom operator stepping back from speed and coverage claims.
- The idea
- du's platform shows moments where its services close gaps between families, firms and their goals, with no bandwidth talk, and debuted on the Burj Khalifa.
- What to borrow
- Dropping network specs, the category's default proof, frees a telecom brand to own the human result of being connected.
| Brand | du |
|---|---|
| Agency | TBWA\RAAD |
| Talent | Not named |
| Channels | OOH, digital, social |
| Source | Communicate Online |
More from TBWA\RAAD
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Botim | Let your money say botimmmIntegrated campaign · 26 Jan 2026 | Integrated campaign | TBWA\RAAD | 26 Jan 2026 |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Al Ain Water | Essentials for LifeIntegrated campaign · 29 Jan 2016 | Integrated campaign | – | 29 Jan 2016 |
What other telecom brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ooredoo | Aamali GoConnectAd film · 26 Aug 2026 | Ad film | – | 26 Aug 2026 |
| Ooredoo | Good to be BackIntegrated campaign · 24 Aug 2026 | Integrated campaign | – | 24 Aug 2026 |
| Ooredoo | What Gravity Tour with Mutaz BarshimSponsorship activation · 20 Jul 2026 | Sponsorship activation | – | 20 Jul 2026 |
| Ooredoo | Doha Marathon by Ooredoo, 15th editionExperiential · 29 Jun 2026 | Experiential | – | 29 Jun 2026 |
| STC | Ramadan RewardsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| Mobily | Ever CloserIntegrated campaign · 26 Dec 2025 | Integrated campaign | FP7 McCann KSA | 26 Dec 2025 |
| Zain | زين نت أسرع نت أسرع من الإعلان (Zain Net, faster than the ad)Ad film · 4 Sep 2025 | Ad film | Shareet Studios | 4 Sep 2025 |
More from du
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Ramadan 2021 giving-back campaignFestive · 20 Apr 2021 | Festive | – | 20 Apr 2021 |