Modesh x Baby Shark at Dubai Summer Surprises
Dubai's long-running summer mascot Modesh was paired with the Baby Shark character for the first time, a crossover built to carry the Dubai Summer Surprises season with families and to give the city's own IP a globally recognised partner.
- The brief
- Families visiting or living in Dubai over summer, and a home-grown mascot that needs a wider international audience.
- The idea
- DFRE paired Modesh, the festival's mascot for over 25 years, with Pinkfong's Baby Shark, debuting a joint show on 18 July under the 'City of Endless Adventures' theme.
- What to borrow
- Pairing a local mascot with a globally known children's character lends home-grown IP instant familiarity with overseas families.
| Brand | Visit Dubai |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | on-ground, social, OOH |
| Source | Communicate Online |
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