Our Flame / Where Worlds Meet

Jumeirah built a cultural platform around the majlis, pairing a book called Where Worlds Meet with a short film called Our Flame in which a single flame travels from Dubai to London, Capri, Bali, Mallorca and the open sea. Emirati writer Shamma Al Bastaki wrote the poem behind it and Emmanuel Adjei directed, with a 90-second cut premiering on owned and paid channels ahead of a wider 30-second edit.

The brief

Global luxury travellers, whom Jumeirah wanted to see Arab hospitality as a culture of welcome, launched during Ramadan.

The idea

Drawing on the majlis, Jumeirah published an art book, Where Worlds Meet, and a short film carrying one flame from Dubai across Capri, London, Bali and Mallorca to the open sea.

What to borrow

A hotel group can claim hospitality as culture by commissioning art around a local tradition instead of filming its rooms.

Brand	Jumeirah
Agency	Soursop
Talent	Shamma Al Bastaki, Emmanuel Adjei, Lamya Gargash, Farah Al Qasimi
Channels	digital, social, cinema, print
Source	Communicate OnlineBreaking Travel News