Campaign Joy

A brand platform built on the idea of joy, led by a hero film cast from Miral's own staff and aimed at visitors, partners and the Abu Dhabi community. It rolled out over a four to six week media plan starting on social and digital, then out of home, radio, publications and community events, with further activations planned across the following year.

The brief

Visitors, partners and residents in Abu Dhabi, as Miral built a brand platform around the joy its destinations create.

The idea

Miral's own employees starred in the hero film, which rolled out over four to six weeks, opening on social and digital before moving to outdoor, radio, print and community events.

What to borrow

Casting staff in a brand film lets the people who deliver the experience become its proof.

Brand	Yas Island
Agency	Truant
Talent	Not named
Channels	social, digital, OOH, radio, print, on-ground
Source	Campaign Middle East