Abu Dhabi Tourism Authority / UAEFilm
Be Still.
An 80-second international spot for Abu Dhabi set short, intimate shots of the emirate to a poem read by its director.
- Brand
- Abu Dhabi Tourism Authority
- Agency
- TBWA\RAAD
- Market
- UAE
- Region
- GCC
The challenge
Abu Dhabi Tourism Authority wanted to present the emirate to international travellers in a way that felt personal rather than like a brochure.
The idea
The teaser-style film moves through close, often hand-held shots of Yas Marina Circuit, the Corniche before dawn, the Jebel Hafeet mountains, time-lapse nightlife and a man watering a date palm near Liwa. The British director Hadi shot it and narrated his own poem, 'Be Still', over ambient music. It ends on 'Abu Dhabi – Travellers Welcome'.
Case study source: The National Source ↗
Awards
- Cannes Lions 2010Film Craft LionsBronze
Credits
- Creative agency
- TBWA\RAAD
- Director
- Hadi
- Managing Director, TBWA\RAAD
- Nick McElwee
- Executive Creative Director, TBWA\RAAD
- Martin Lever
- Chairman and Chief Executive, TBWA\RAAD
- Ramzi Raad
- Marketing Director, Abu Dhabi Tourism Authority
- Claire Micheletti
