Deeply Able.
Shamal Holding and IMPACT BBDO Dubai turn underwater communication into an invitation to learn Emirati Sign Language, with Deaf-led lessons at Deep Dive Dubai.
- Brand
- Shamal Holding
- Agency
- IMPACT BBDO Dubai
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2026
Campaign images
The challenge
Shamal wanted to make everyday encounters more accessible to Deaf people. The task was to give hearing audiences a practical starting point for learning Emirati Sign Language across its destinations.
The idea
Begin where people already communicate with their hands: underwater. Deaf educator Abdulsalam Zourob and Eton Institute developed lessons filmed at Deep Dive Dubai. The campaign invites people to learn the welcome sign “Marhaba Al-Saa” and share it through Sign It Forward. A public learning hub offers 20 signs, alongside employee training, guest experiences, social films and outdoor advertising.
Case study source: Campaign Middle East Source ↗
Credits
- Client
- Shamal Holding
- Creative agency
- IMPACT BBDO Dubai
- Strategic partner
- Community Development Authority of Dubai (CDA)
- Deaf educator and sign language instructor
- Abdulsalam Zourob
- Sign language and training partner
- Eton Institute
- Experience partner
- Deep Dive Dubai
- Production house
- VIP Films
- Director
- Omar Abbas
- Digital and technology agency
- Impact Proximity
- AI sign language avatar partner
- Eshara
- PR agency
- IPN
- Media agency
- OMD MENA
