Mitsubishi / Al Habtoor Motors / UAE / 2024Film · Social · Digital & Tech · Design & Packaging
Poetry in Motion.
A Mitsubishi Outlander used an AI-connected camera to turn a journey across the UAE into poetry for Eid Al Etihad.
- Brand
- Mitsubishi / Al Habtoor Motors
- Agency
- MullenLowe MENA
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Build an emotional connection with Mitsubishi in a car market dominated by price, specifications and offers.
The idea
An Outlander travelled through all seven emirates while an AI-connected camera interpreted what it saw and wrote poetry inspired by the landscape; the poems were also collected into a book.
Results
- Al Habtoor Motors reported more than 2.9 million reach and more than 4.2 million impressions following the campaign's social rollout, as reported by Campaign Middle East in December 2024.
Case study source: Campaign Middle East Source ↗
Awards
- Effie Awards MENA 2025 — shortlisted (https://www.ahmedosamakhalil.com/work/mitsubishi-uae/)
Credits
- Brands
- Mitsubishi / Al Habtoor Motors
- Creative agency
- MullenLowe MENA
- Agency partner
- Current Global
- Media agency
- UM
- Account lead
- Ahmed Osama Khalil
