THE BRIEF
Creating a lasting experience in Yas Mall for National Day, to increase footfall and strengthen emotional bond
with customers in a challenging season with Covid measures. Targeting, local families and expats of all ages.
with customers in a challenging season with Covid measures. Targeting, local families and expats of all ages.
CREATIVE SOLUTION
A four-day experiential journey that led to impactful PR and WOM reach.
Taking advantage of the layout of the mall, the four main avenues were divided into separate themes and filled
with engaging touchpoints celebrating four different aspects of the UAE:
with engaging touchpoints celebrating four different aspects of the UAE:
- Celebrate The Next 50 Years Avenue: Augmented Reality Exhibition.
- Celebrate Heroes of UAE: A tribute to the heroes of UAE through a QR code enhanced real stories exhibition
and accordion wall.
- Celebrate Our History: A QR Code enhanced milestones exhibition.
- Celebrate Our Culture: A fusion of art & tech; a light calligraphy photo opportunity room.
Along with multiple photo-opp installations and decorations across the mall and an official Guinness World Record
for “The Largest Sand Art Structure”.
for “The Largest Sand Art Structure”.
From ideation to full production and submission, we broke the record on behalf of Yas Mall. The structure was
displayed in the main Town Square atrium along with another art installation of a woven logo of Yas Mall.
displayed in the main Town Square atrium along with another art installation of a woven logo of Yas Mall.
Creative direction, art direction and project management: Sandy Zavzavadjian
Design rollout: Rouba Hamadeh and Joseph Deepak
This post event wrap-up video was done by Aldar
