CLIENT
Dubai Industrial City
Saud AlShawareb, Executive Vice President
Georges Khouri, Marketing Director
Amy Elaskary, Marketing Manager
AGENCY
Memac Ogilvy & Mather Dubai *Lead Agency
Hadi Ballout, Managing partner
Kevin Kurian, Business Director
Alaa Nour, Account Director
Bhaskar Bateja, Head of Strategy
Alok Mohan, Associate Creative Director
Hani Mohsen, Copywriter
Hussein Krayem, Content Director
Wael Al Yousouf, Head of Planning
Asmaa Mohamed, Planner
Nicoletta Stefanidou, Executive Creative Director
Moemen Metwally, Creative Director
Sandeep Fernandes, Creative Director
Shadi Kharmacho, Head of Arabic
Mahesh Powar, Associate Creative Director
Diego Fernandes, Copywriter
Aakash Dalwadi, Copywriter
Stephanie Arzrouni, Senior Art Director
Jan Stoop, Art Director
Andre Souza, Visualizer
Cesar Bautista, Art Director
Rajaa Chami, Agency Producer
Manal Shoukair, Finalizer
Jaison George, Finalizer
Issam Hayek, Finalizer
Magna Global
Mahmoud Hamze, Senior Performance Executive
Tala Fayed, Media Manager
Big Kahuna Films
Chady El Khal, Executive Producer
Andrea Marini, Director
Emanuele Zarlenga, DOP
Zeina Nawar, Production Designer
Missy Tohme, Wardrobe Stylist
Hill & Knowlton (UAE)
Salem Salahi, Group Account Director
Luay Hussein, Account Manager
Tamara Ghoul, Account Executive
Sultan Sarieddine, Senior Account Manager
SUMMARY
When Dubai Industrial City (DI) wanted to grow, effectiveness meant moving beyond the limiting perceptions of being a warehousing hub and the clutter of benefit driven communication replete in the category.
This case showcases how the brand’s disruptive approach led to strong impact.
Instead of a blanket approach promoting DI’s offerings, we created an attitudinal distinction by appealing to a spearheading mindset who understand that only exceptional execution can bring visionary ideas to life.
Brought to life as a multi-channel campaign, this attitude defining approach resulted in strong business impact.
