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Yas Bay Waterfront: Where Fate Plays
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Abu Dhabi and UAE retail and leisure real estate developer, Miral, has tasked advertising media and music agency Truant London to create a visual feast of a campaign that promotes its new entertainment destination, Yas Bay Waterfront. Launched on 25 November 2021 across UAE digital, social, print and OOH, the central film applies a kaleidoscope to vibrant film snippets of the waterfront destination – from poolside to dancefloor – to create a carefully choreographed smorgasbord of bold and bright geometric scenes that burst with joy. Targeting ‘fast and curious’ Abu Dhabi and Dubai residents and visitors, the campaign showcases Yas Bay Waterfront as the ideal destination for spontaneity and sparkle. Set to a contemporary remix of Don’t Rain On My Parade (performed and produced by The Young Punx featuring West End theatre vocalist and performer Louise Clare Marshall), the film shows that, from bumping into friends to discovering new pleasures, anything can happen at Yas Bay Waterfront. Playfully directed by Deja Vu’s WATTS team, the central film and supporting assets are being pushed across all social channels, with a particular focus on Tik Tok, alongside an ongoing content strategy and influencer programme to keep audiences engaged and involved.
Strategist: Don Laratonda |
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