United Arab Emirates celebrated 47 glorious years as a nation on 02nd December 2018.
National Day is one of the most celebrated days in the country – as it marks the historical moment when the seven emirates came together to form one country, and this year took on even greater importance having been labelled the ‘Year of Zayed’ which marks 100 years since the birth of UAE’s founding father late Sheikh Zayed bin Sultan Al Nahyan.
To honour and celebrate the nation’s leadership, progress, history and values, leading brands in the UAE launched cinema campaigns across the country.
Dubai Holding
Dubai Holding commemorated the legacy of the late Sheikh Zayed bin Sultan Al Nahyan with a comprehensive campaign highlighting his enduring values that have shaped today’s nation –inclusiveness, tolerance and humanity.
The campaign launched on 27th November 2018 with a video being broadcasted on television, in cinema and promoted online via social media.
A 60 sec. on-screen ad was booked through Motivate Val Morgan to screen from 27th November – 03rd December 2018 at the following cinema locations:
Dubai
VOX Cinemas – City Centre Mirdif, Mercato Mall
Reel Cinemas – The Dubai Mall
Roxy Cinemas – City Walk
Abu Dhabi
VOX Cinemas – YAS Mall Abu Dhabi
Centrepoint
Centrepoint – GCC’s biggest and most coveted multi-brand retailer, launched a national day campaign titled ‘United by Harmony’, which pays tribute to the UAE (home to over 200 nationalities) and celebrates the spirit of tolerance, diversity and unity.
As one of Motivate Val Morgan’s loyal clients for many years, Centrepoint ran a 1 min 42 sec. on-screen ad (in both English and Arabic) from 29th November – 05th December 2019 at the following cinema locations:
Dubai
Cinemacity – Arabian Center
Roxy Cinemas – City Walk
Reel Cinemas – The Dubai Mall
VOX Cinemas – City Centre Mirdif and Mall of the Emirates
Sharjah
Cinemacity – Zero 6 Mall
Abu Dhabi
Cine Royal Cinema – Dalma Mall
VOX Cinemas – Nation Towers and YAS Mall
ADNOC (Abu Dhabi National Oil Company)
ADNOC launched a community campaign titled ‘Remembering 47 Wonderful Years Together’ – a social media-focused storytelling program designed to evoke cherished memories of life in UAE.
The campaign kicked off with the official launch of ADNOC’s special National Day tribute video ‘Memories’ – unveiled at ADNOC’s Headquarters for its employees. The video has been described as a powerful, historical and endearing visual pastiche of life in Abu Dhabi and the broader UAE.
The video was advertised online, as well as in cinemas across the UAE – helping to raise awareness for the campaign and to remind citizens, residents and visitors of what makes life in the seven emirates so unique.
A 60 sec. on-screen ad was booked through Motivate Val Morgan from 27th November 2018 – 04th December 2018 at the following cinema locations:
Dubai:
Reel Cinemas – The Dubai Mall and Dubai Marina Mall
Roxy Cinemas – City Walk
Cinemacity – Arabian Center
VOX Cinemas – City Centre Deira, City Centre Mirdif, Mercato Mall, Mall of the Emirates, and Cineplex Grand Hyatt
Abu Dhabi
Cine Royal Cinema – Deerfields Mall, Khalidiyah Mall, Ruwais Mall, and Dalma Mall
VOX Cinemas – YAS Mall, Nation Towers and Marina Mall
Al Ain
Oscar Cinema – Al Foah Mall, Al Raha Mall and Al Wahda Mall
Sharjah
Oscar Cinema – Al Shaab Village
VOX Cinemas – City Centre Sharjah
Ajman
VOX Cinemas – City Centre Ajman
Ras Al Khaimah
VOX Cinemas – Al Hamra Mall
Fujairah
VOX Cinemas – City Centre Fujairah
du
du, the fastest growing mobile communications and technology provider in the UAE, launched a campaign titled ‘#UAEBlessings’ – inviting people from all corners of the country to recognise the astonishing feats and contributions of the country’s founding fathers and visionary leaders.
Centering on four key pillars of Happiness, Harmony, Safety, and Opportunity, the video restates how lucky are the people of UAE to live and thrive in the land of endless opportunity. It also aims to evoke feelings of admiration and warmth citizens experience for the homeland every day.
du booked a 30 sec. on-screen ad through Motivate Val Morgan from 07th December – 12th December 2018 at all locations operated by VOX Cinemas in the UAE.
Contact a member of our sales team for more information on cinema advertising opportunities to mark special occasions in 2019.
Sources: Emirates Business, Emirates News Agency, Behance, du and YouTube
Dubai Studio City – the region’s leading business community for the broadcasting, production and events sectors recently announced the launch of CineMENA, a unique platform that celebrates the art of content creation and nurtures local talent in the field.
The initiative aims to assist budding filmmakers and content creators in enhancing their skills through an annual agenda of events which include workshops, masterclasses and training sessions by industry influencers, actors and filmmakers.
Set to officially take place in February 2019, CineMENA will comprise multiple activations, an exhibition showcasing the latest technologies and trends, outdoor film screenings, and thought sessions focused on all aspects of the art and craft of content creation.
CineMENA will also introduce a new competition to recognize local and regional talent across four categories – Best Short Film, Best Short Documentary, Best Music Video, and Best Film inspired by the Founding Father of the UAE, Late Sheikh Zayed bin Sultan Al Nahyan. Winners will be selected by a specialized jury committee.
Majed Al Suwaidi, Managing Director of Dubai Studio City, said: “In line with our core priority of nurturing a creative community through identifying, supporting and honing talent in the media and content creation industry, we are proud to announce the launch of CineMENA, our new platform that celebrates excellence in media across the MENA region.”
He added: “The media industry today features multiple platforms for different types of content creators and some of these stipulate a high number of followers as a prerequisite. In contrast, CineMENA caters to all ages and levels of expertise – from new entrants to seasoned professionals – equipping participants with the necessary skills and tools to create engaging content. Local content from the MENA region has a relatively low representation on a global level. We are keen for CineMENA to change the status quo through actively promoting locally produced content in both Arabic and English. We aspire to bring together passionate individuals to learn, generate content, and network with other members and stakeholders of the creative community.”
Jamal Al Sharif, Chairman of the Dubai Film and TV Commission, said: “For over a decade, there has been no doubt that the region has made significant strides in the content creation industry, and we intend to provide all the facilities to support our local talent. With CineMENA, we aim to build a platform where content creators can learn, inspire, network and explore new prospects. The initiative is poised to benefit all aspiring creators, whether they belong to the filmmaking, screenwriting, or pre- and post-production fields. CineMENA will provide our young people with an ideal opportunity to showcase their talent while helping develop the regional visual content creation sector and encouraging creativity.”
Over the past three years, Dubai Studio City organized diverse workshops in all aspects of film and media production that saw participation of over 2,000 amateurs and professionals from the region. In 2018, the community hosted 12 workshops in collaboration with the Emirati production house ‘Behind the Scenes’ at In5, Media Innovation Centre in Dubai Production City that supports entrepreneurs and startups in the media domain. Led by Mohammad Salam, Managing Director of Behind the Scenes, and conducted by award-winning specialists, the workshops covered topics such as Sound Recording, Cinematography, Voice and Speech, Post-production, and Directing.
Sources: Tabloid, MENA Herald and Digital Studio Middle East
