TBWA\RAAD has found a distinctive appeal for UAE internet provider, du. It’s not about price, it’s not about coverage or tech capabilities. It’s about du’s role as the enabling force for human connections. The hero commercial shows du helping to find a lost child, bringing two people together across countries for a game, and allowing a dad to support his daughter. The agency has wrapped this power in the promise, Bridging the Spaces Between Us – bridging the emotional and cultural spaces that shape life in the UAE.
The campaign highlights moments where du’s presence is strengthening family bonds, fuelling innovation and supporting creativity, without once mentioning bandwidth or coverage maps.
The campaign, that made its debut on the Burj Khalifa, was developed in collaboration with Mindshare, GOAT, Social Eyez and The Hanging House and is running throughout the UAE across OOH, digital, social and film.
Credits:
Creative Agency: TBWA\RAAD
Chief Creative Officer: Derek Green
Group Creative Creator: Noor Akar
Senior Art Director: Jericho Dizon
Junior Designer: Denise Gregory
Senior English Copywriters: Siboniso Mncube & Daniela Aguirre
Arabic Copywriter: Abdollah Zeynabi
Motion Designer: Geron Sorsogon
Senior Finaliser & Motion Designer: Salim Alizmarly
Senior Finaliser: Marie Aad
Motion Designer: Roshan Jameer & Tejas Kulkarni, Motion Designer
Chief Strategy Office: Catherine Bannister
Account Management: Carl Ghosn, Layla Gaussin, Ghida Makati & Mohammed Aayaz
Project Manager: Lauren Adamson
Client: du
Vice President of Brand & Marketing Comm: Ibrahim Almayahi
Director Brand Development & Corporate Identity: Simon Ornelis
Manager Brand Development & Corporate Identity: Hawra Abdulla
Media Planning and Buying Lead: Layal Hassi
Director of Events, Sponsorships & Social Media: Faisal Tawakul
Event Manager: Yousef Almuhalwi
Manager Social Media: HaninAbu Shamat
Manager Marketing Communications – Customer & Channels: Nazek AlBukhari
Specialist Marketing Communications (Customer & Channels): Salah Almasri
Manager Marketing Communications (Customer & Channels): Priyan De Silva
Production Company: Rush
Executive Producer: Alain Abi Khalil
Director: Alan Masferrer
Media Agency: Mindshare
Social Agency: Social Eyez
Experiential Agency: Hanging House
