Week of 31 Aug 2026
8 campaigns dated this week, confirmed rows only. Most sponsorships are announced with a season, not a day, so they sit on their property pages rather than in a week.
8 campaigns
Integrated campaign · 31 Aug 2026 · Reported value USD 20 billion
A global brand platform built on Abu Dhabi-born ambition, launched alongside a plan to invest USD 20 billion over ten years and reach more than 150 destinations. The brand film uses five real people chosen from 450 candidates rather than actors, among them the wildlife photographer Suaad Al Suwaidi, the Michelin-starred chef Arivu Ravikkumar, the filmmaker Nosarieme Garrick and the freediver Florian Dagoury, and was shot in Abu Dhabi, Nairobi, New York, Phuket and Paris.
Talent: Suaad Al Suwaidi, Arivu Ravikkumar, Nosarieme Garrick, Florian Dagoury.
Experiential · 1 Sep 2026
To launch the Kryptonite Collider ride, Yas Island dropped Lex Luthor into the trailer reel at VOX Cinemas across the UAE for two weeks, so audiences met the first chapter of the ride's story before the film began, with out-of-home and digital support and appearances at the UAE and Saudi Supergirl premieres.
Agency: Momentum Worldwide.
Experiential · 1 Sep 2026
A talent hunt run by the Dubai English station to find a junior presenter, taken to a public vote on the station website and a live final. Al Ghurair Centre and Skiply back it and RAKBANK is the powered-by sponsor.
Digital/social · 1 Sep 2026 · Reported value AED 30
For one week in Abu Dhabi and Al Ain, Careem paid up to AED 30 cashback on food orders placed on rival delivery apps: customers sent a screenshot to @careemuae on Instagram and the credit landed in their Careem wallet. Films showed Careem Captains standing in front of competitors' billboards, with local creators amplifying it.
Talent: Msabeh TV, Hazza Review, Nasser JD.
Rebrand · 3 Sep 2026
Tabby replaced the gradients and glossy 3D of fintech with a warm hand-drawn system built on characters called the Monions, custom type set to read equally in Arabic and Latin, and photography of real customers and merchants. The identity went live on the app and website first and then broke out as an out-of-home campaign across the UAE.
Agency: Ragged Edge.
Experiential · 3 Sep 2026 · Reported value AED 200
A Dubai Summer Surprises shopper campaign giving one raffle entry for every AED 200 spent at participating outlets, entered by scanning receipts in the PrivilegePLUS loyalty app. The grand prize, a Cadillac LYRIQ, was handed over at a ceremony in the mall at the close of the season alongside live shows and family activities.
Integrated campaign · 3 Sep 2026
A two-month spend-and-win promotion running 1 September to 31 October 2026. Shoppers spending QAR 200 entered three draws for a 212 Adventure vehicle and a share of QAR 100,000 in mall gift cards redeemable at Zara and Zara Home.
Experiential · 4 Sep 2026
Emirates ran its first Travel Rehearsal events in Australia, walking neurodiverse families through check-in, security, a sensory room and a full cabin familiarisation on a static aircraft at Perth and Melbourne airports. It sits alongside the airline's Autism Certified Airline designation and its accessible travel hub.