Expect the Expected
A brand refresh launched on 20 September 2020 ahead of Emarat's 40th anniversary, tracing the company from its 1981 founding by the UAE government and putting its retail arms, Cafe Arabicca, FreshPlus and Car Wash, alongside its aviation, commercial fuel and gas businesses.
- The brief
- UAE motorists and businesses who may know only part of Emarat's portfolio, a year before the company's 40th anniversary.
- The idea
- A film by director Ali Mostafa, with stills by Waleed Shah, traces Emarat from its 1981 founding to today, across Car Wash, FreshPlus and Café Arabicca as well as aviation and commercial fuel.
- What to borrow
- An anniversary refresh can reintroduce every business line at once, showing customers how much more a familiar name now covers.
| Brand | Emarat |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | TV, digital, OOH |
| Source | Campaign Middle East |
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