Objectives

We were commissioned by the Abu Dhabi Tourism and Culture Authority to produce festivities in Abu Dhabi to celebrate the UAE 42nd National Day.

The UAE National Day is an important occasion for the nation, the people of the UAE and beyond. The occasion honours both the heritage of the union and celebrates the UAE as a dynamic, forward-looking nation proud of its people, focused on families and embracing visitors.

Production Values

Our entire creative approach was driven by one word: ‘excitement’.

We needed to reflect pride in a dynamic nation, blending heritage with exciting new concepts. Most importantly, we needed to excite fathers and sons, mothers and daughters, locals and visitors.

Overall Effectiveness

The five-day festival proved to be a huge success; the Corniche and Al Bateen Beach provided spectacular settings rich in culture and tradition, where the residents were ‘at home’ and which visitors found impressive and welcoming.