You Won’t Be Skipping These Ads…
In today’s world, we’re bombarded with advertisements at every turn. From YouTube videos to social media scrolls, it can feel like brands are competing in a never-ending race for our attention. But once in a while, a campaign comes along that grabs hold of us—and doesn’t let go.
So, how do you craft a brand that sticks in such a crowded marketplace? The secret lies in bold, out-of-the-box creativity. Here are five unforgettable marketing campaigns from Dubai that did exactly that.
1. Adidas’ Live Liquid Billboard
In 2022, Adidas launched a billboard like no other. Erected on Dubai’s beach, this “liquid billboard” was a water tank where female swimmers could dive in, literally becoming part of the ad. This campaign was designed to promote Adidas’ full-coverage swimwear and to celebrate body diversity, linked to a survey showing only 12% of women in the UAE feel comfortable in public swimsuits.
Lesson Learned: Make it interactive. Involving your audience directly in the campaign, especially in such an innovative way, creates personal connections. This campaign wasn’t just seen—it was experienced. Finding ways to engage your audience on a deeper level can make your brand truly stand out.
2. Barbie by the Burj Khalifa
When Barbie fever swept across the globe, Dubai wasn’t left out of the fun. A giant CGI Barbie stepping out of her packaging right next to the Burj Khalifa went viral on Instagram, showcasing the world’s tallest building and the iconic doll in the same frame.
Lesson Learned: Nostalgia meets relevance. Eye Studio, the boutique social media agency behind the video, tapped into the ongoing Barbie buzz while linking it to a global symbol of Dubai’s modernity. For your brand, pairing iconic imagery with a timely trend can generate massive buzz.
3. Warner Bros Abu Dhabi Outdoor Campaign
Warner Bros Abu Dhabi took a cheeky approach to their outdoor campaign, placing hoardings around competing theme parks in Dubai. Featuring beloved characters like Tweety and Bugs Bunny, these ads humorously called out visitors for choosing the other park and encouraged them to visit Warner Bros Abu Dhabi instead.
Lesson Learned: Playful competition works. The campaign’s witty, playful tone resonated with audiences, showing how well humor and light-hearted rivalry can grab attention. By poking fun at competitors in a fun way, Warner Bros managed to create buzz without negativity.
4. Zahra Lari’s Skating in the Clouds
When The Palm’s Next Level viewing deck was inaugurated, it didn’t just open with a ribbon-cutting ceremony. Instead, Emirati figure skater Zahra Lari performed an awe-inspiring routine 240 meters above ground, on a specially created ice rink on the deck itself. The stunt, complete with a helicopter drop, offered the perfect fusion of sports, stunts, and stunning views of Dubai.
Lesson Learned: Think BIG. This campaign shows the power of spectacle. Creating a visually stunning, larger-than-life experience can leave a lasting impact, whether you’re launching a product or opening a new space. Don’t be afraid to go beyond the ordinary to create unforgettable brand moments.
5. Zinedine Zidane and Nouf Al Anzi’s Football Game
In 2021, Adidas released a film featuring French football legend Zinedine Zidane and rising Emirati footballer Nouf Al Anzi playing a game of football unlike any other. The twist? They were kicking the ball through the towering Dubai Frame, a structure that symbolizes the blend of Dubai’s past and future.
Lesson Learned: Meaningful symbolism. By using the Dubai Frame as the central element, this campaign reinforced Adidas’ commitment to bridging cultures and generations through sports. Tying your brand’s message to powerful, local symbols can create a deeper emotional connection with your audience.