Jason Momoa, Chief Island Officer (#LiveItUpLikeMomoa)
Jason Momoa took over the invented Chief Island Officer title from Kevin Hart, arriving in a film that had him paddling from Hollywood to Abu Dhabi. Follow-up spots put him through the island's attractions, including a Ferrari World rollercoaster gag that played on his real fear of them.
- The brief
- Holidaymakers following Yas Island's Chief Island Officer series, as Kevin Hart handed the invented role to a new star.
- The idea
- Jason Momoa paddled to Abu Dhabi from Hollywood in his arrival film, then tried the island's attractions on camera, including a Ferrari World gag that leaned on how much rollercoasters scare him.
- What to borrow
- A recurring made-up job title lets a destination swap celebrities while keeping one idea running across years.
| Brand | Yas Island |
|---|---|
| Agency | Not named on the source |
| Talent | Jason Momoa |
| Channels | digital, social |
| Source | Communicate Online |
Case studies like this
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| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Yas Island Abu Dhabi | #LiveItUpLikeMomoaIntegrated campaign · 11 May 2023 | Integrated campaign | – | 11 May 2023 |
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