Atlantis / UAE / 2024Social · PR Stunts · Film
Where Legendary Lives.
To relaunch Aquaventure Waterpark as Aquaventure World, Atlantis hired David Hasselhoff as its Head of Aquatic Safety and a crew of Gen Z creators to show off the rides.
- Brand
- Atlantis
- Agency
- M&C Saatchi
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
New waterparks were opening across the region, and Aquaventure was losing relevance with Gen Z and young families who plan their outings on social media.
The idea
M&C Saatchi announced Hasselhoff's new job on LinkedIn, then seeded 'leaked' videos of him at work through the media. Alongside him, athletes, acrobats and other creators filmed the park's biggest rides in their own style for a relaunch film, with Instagram takeovers, radio interviews and paid social.
Results
- 10 million+ organic views and coverage in 25+ international publications including Time Out, The National and Variety, according to the Dubai Lynx entry
- Park visitors up 13% year on year in June and July 2024, and a 3.1:1 return on a $1 million production budget, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Social & Influencer – Creator, Influencer and Celebrity PartnershipsBronze
- Dubai Lynx 2025 Bronze (Social & Influencer – Creator, Influencer and Celebrity Partnerships)
Credits
- Creative agency, production, post-production, PR and media placement
- M&C Saatchi
- Chief Executive Officer, M&C Saatchi
- Scott Feasey
- Chief Creative Officer, M&C Saatchi
- Ryan Reed
- Managing Director, M&C Saatchi; Group Managing Director, M&C Saatchi
- Natalie Cooke
- Executive Creative Director, M&C Saatchi
- Sandy McIntosh
- Executive Creative Director, M&C Saatchi
- Dario Albuquerque
- Creative Director, M&C Saatchi
- Tom Norton
- Creative Director, M&C Saatchi
- Bilel Labjaoui
- Head of Strategy, M&C Saatchi
- Mark Haycock
- Head of Production, M&C Saatchi
- Ananda Swanepoel
- Account Director, M&C Saatchi
- Katie Dumbrell
- Account Manager, M&C Saatchi
- Rola Slim
- Account Executive, M&C Saatchi
- Seran Dilshan
- Head of Design, M&C Saatchi
- Ashraf Majiet
- Senior Designer, M&C Saatchi
- Lama Assaad
- Senior Designer, M&C Saatchi
- Marta Villanueva
- Senior Designer, M&C Saatchi
- Akos Venesz
- Junior Producer, M&C Saatchi
- Finn Holtby
- PR Director, M&C Saatchi
- Rashmi Jeetendra
- PR Account Manager, M&C Saatchi
- Sydney Miranda
- Studio Manager, M&C Saatchi
- Ramesh Vasudevan
- Artworker, M&C Saatchi
- Pramod Pillai
- Animator, M&C Saatchi
- Rami Al Ekhlasi
- Senior Content Manager, M&C Saatchi
- Saad Shehzad
- Content Producer, M&C Saatchi
- Chloe Collins-Cole
- Senior Planner, Hearts & Science
- Tamara Florentiades
- Planning Manager, Hearts & Science
- Ibrahim Arulogun
- Planning Executive, Hearts & Science
- Oussama Mouslimani
- Manager, Performance, Hearts & Science
- Elias Chedid
- Executive, Planning, Hearts & Science
- Karim Mallak
- Executive Director, Planning, Hearts & Science
- Aisha Ali
- Associate Director, Investments, Hearts & Science
- Ali Jammal
- Senior Director, Investments, Hearts & Science
- Mohamad Majed
- VFX & Grade, Other
- Josh Borrill
- Director/DOP, Other
- Toby Plummer
- Director, Other
- Brendan Vaughan
- Video Editor, Other
- Roshni Dsouza
- Music Composer, Other
- Simon Kohler
- Photographer, Other
- Sacha Speaker
- Producer, Good Stills
- Jolianne Ray
- Producer, Good Stills
- Melissa Lawlor
- Producer, Good Stills
- Mariam Gower
- Vice President, Marketing and PR, Atlantis
- Hanan Eissa
- Director, Destination Marketing and Strategy, Atlantis
- Suzie Yo
- Marketing Director, Atlantis
- Karim Bidri
- Assistant Manager, Marketing, Atlantis
- Andreia Honrado
- Assistant Manager, Marketing, Atlantis
- Hugo Salgado
- Director, Social Media, Atlantis
- Iana Manzhos
- Assistant Manager, Social Media Marketing, Atlantis
- Sandra Awwad
- Creative Director, Atlantis
- Paolo Abella
- Production Assistant 1, Goodstills
- Saif Al Chalabi
- Production Assistant 2, Goodstills
- Camilo Berriz
- 1st AD, Goodstills
- Reece Lynch
- 1st AC, Goodstills
- Jaycee Camua
- 2nd AC, Goodstills
- Reymond Mouriss
- Sound Recordist, Mile Studio
- Sunil Sha
- Hair & Makeup Artist, Goodstills
- Sophie Leach
- Wardrobe Stylist, Goodstills
- Tina Choie
- Wardrobe Assistant, Goodstills
- Aira Sanchez
- Sound design, Goodstills
- David Houston
- DOP, Other
- Russell Fraser
- Production Manager, Goodstills
- Simran Noronha
- Production Coordinators, Goodstills
- Simran Alwani
- 1st AD, Goodstills
- Ryan Domigpe
- 2nd AD, Goodstills
- Allan Nesbit
- Production Assistant 1, Goodstills
- Kevin Noronha
- Production Assistant 2, Goodstills
- Ron Carl Bustamante
- 1st AC, Goodstills
- Roger Schram
- 2nd AC, Goodstills
- Sabrine Sabrine
- VTO, Goodstills
- Gionathan Trovato
- Steadicam, Goodstills
- Christopher Kechichian
- Drone Pilot, Goodstills
- Cai McKeever-Willis
- Drone Technician, Goodstills
- Angelito de Jesus
- Underwater Camera Operator, Goodstills
- Michael Rall
- Underwater Safety Officer, Goodstills
- William William
- DIT, Goodstills
- Shajahan Era
- Key Grip, Goodstills
- Andy Gribble
- Best Boy Grip, Goodstills
- Chris Harker
- Gaffer, Goodstills
- John Berro
- Best Boy, Goodstills
- Magdy Kamal
- Sound Recordist, Mile Studios
- Arun Remanan
- Hair & Makeup Artist, Goodstills
- Lidia Trsoz
- Hair & Makeup 2, Goodstills
- Gianluca Cusa
- Assistant Hair & Makeup Artist, Goodstills
- Jhoanna Paras
- Assistant Stylist, Goodstills
- Jamie Harrison
- Set Decorator, Goodstills
- Sam Kientsch
