The_Canvas_of_Creative_Mastery_Newsletter_May_2024_Version

Explore global ad gems, enrich with case studies, tap into tech trends, and unveil our latest masterpieces.

2. ad horizon
advertisements beyond borders

3. Ryan Reynolds has joined Yas Island Abu Dhabi as the new
Chief Island Officer , following in the footsteps of Kevin Hart
and Jason Momoa. Reynolds praised Yas Island's exceptional
design, highlighting its balance of relaxation and adventure
with attractions like amusement parks and golf courses.

His standout experience was the roller coaster at Ferrari
World, describing the ride as both immersive and
breathtaking. Known for his strategic brand partnerships,
Reynolds is expected to enhance Yas Island's global presence.

His appointment is regarded as a best-in-class strategy, now
showcased in academic circles for its effectiveness and
consistency. Each Chief Island Officer, including Reynolds,
infuses their unique style into the role, maintaining the
island's beloved features while adding personal touches.
Yas Island Abu Dhabi
Ryan Reynolds As CIO Campaign
https://www.youtube.com/watch?v=lfaJV7RTxK0

4. Abu Dhabi’ s ‘One Summer Isn’t Enough’ campaign is back,
drawing visitors with its innovative ‘101 Abu Dhabi Do’s’ guide.
This year, the guide—crafted from visitor recommendations—
features everything from iconic landmarks to lesser-known
spots, each highlighted on a vibrant, custom map that
promises an immersive exploration of the city’s diverse
attractions. The campaign showcases Abu Dhabi through the
eyes of three celebrities—Ranveer Singh, Liu Yifei, and Dawood
Hussein— who use personalized maps to discover the city’s
unique experiences tailored to Indian, Chinese, and Arab Gulf
audiences.

Additionally, vlog-style films capture the genuine first-time
adventures of international visitors, adding personal and
engaging narratives to the campaign. With more than 101
reasons to return, Abu Dhabi positions itself not just as a travel
destination but as a canvas of cultural richness and adventure,
inviting travelers to experience a summer full of unique and
memorable moments.
DCT Abu Dhabi
101 Abu Dhabi Do’s’ Guide
https://www.youtube.com/watch?v=neFsR2T3cms&t=3s

5. Ras Al Khaimah Tourism Development Authority and Oman's
Ministry of Heritage and Tourism introduced an initiative that
is designed to draw visitors to both Ras Al Khaimah and the
nearby Musandam Governorate during the summer months.
Highlighting seamless travel experiences, the campaign offers
attractions such as the 'Kids Go Free' promotion, available
across numerous hotels and sights in both regions.

Launched at ITB Berlin, a major global travel event, ‘See
Double’ is a result of a strategic collaboration aiming to
enhance cross-destination tourism. The campaign showcases
the easy travel between these two destinations, only 90
minutes apart, featuring shared natural wonders like the Hajar
Mountains and a rich, common cultural heritage.

‘See Double’ encapsulates the appeal of exploring diverse
landscapes, historic sites, and adventure opportunities in Ras
Al Khaimah and Musandam. It positions the region as a prime
choice for tourists seeking a dual-destination experience.
RAK & Oman Tourism
‘See Double’ Campaign
https://www.youtube.com/watch?v=neFsR2T3cms&t=3s

6. VisitBritain has launched the 'Spilling the Tea on GREAT Britain'
campaign to attract Saudi tourists, featuring a digital
advertising push on Saudi platforms and directing users to a
new Arabic website. This initiative also introduces Saudi
nationals to the UK’s Electronic Travel Authorisation Scheme
and includes an augmented reality Snapchat lens showcasing
180-degree views of British landscapes.

The campaign aims to inspire travel to Britain in 2024 and is
part of a broader strategy to engage Saudi Arabia, a key visitor
market. VisitBritain forecasts a 9% increase in visits from Saudi
Arabia this year, with spending expected to rise by 20%
compared to 2019, amounting to £752 million, underscoring
the economic significance of this market.
Visit Britain
Spills The Tea Campaign
https://www.youtube.com/watch?v=lcNNNxPZnGo

7. Mercedes-Benz has unveiled a compelling film documenting
the VISION EQXX's record-breaking journey from Riyadh to
Dubai, achieved on a single battery charge. The film
showcases the all-electric car navigating through bustling city
streets and vast desert landscapes, emphasizing its exceptional
energy efficiency with a consumption of just 7.4 kWh/100 km.
This achievement not only sets a new benchmark for electric
vehicle performance but also illustrates the car's reliability in
challenging conditions such as extreme temperatures and
rough terrains.

The 1,010 km drive, starting from the Mercedes-Benz Center in
Riyadh and culminating at the new Brand Center in Dubai,
took approximately 14 hours and 42 minutes, with the VISION
EQXX still retaining 192 miles of range upon arrival.
Highlighting urban and highway sections, the film aims to
showcase the practicality and readiness of electric vehicles for
widespread use, encouraging a shift from traditional petrol-
powered cars to more sustainable electric alternatives.
Mercedes-Benz
Riyadh To Dubai On A Single Charge
https://www.youtube.com/watch?v=25Un6Gc3C_k&t=200s

8. Kia's new AI-animation film for the Kia EV9 series,
showcasing Kia's commitment to sustainability, innovation,
futurism, and regional pride. Directed by Marco Placanica,
the film is set in desert landscapes and features a blend of
multi-stylistic visuals that metaphorically bridge the past
and future.

It forms part of the ‘Here To Reshape The Way We Move’
campaign, illustrating Kia's technological advancements
through the journey of a child protagonist in the EV9 and
an astronaut's venture into space, culminating in a stunning
CGI connection between Earth and Mars.
Kia
Here To Reshape The Way We Move

9. Volkswagen has unveiled its latest campaign, "YourWagen,"
showcasing real VW owners and the diverse roles their
vehicles play in their lives. Launched with a striking TV
spot, the campaign features a nostalgic soundtrack and
juxtaposes vintage and current visuals of VW cars and their
owners, from a Golf adorned with "Just married" to diverse
themed cars like "MumsWagen" and "HolidayWagen." This
heartfelt approach not only personalizes the brand but also
celebrates its global community of fans, highlighting
Volkswagen's longstanding image as the "people's car."

The campaign, initiated in the UK, is set to expand
worldwide, demonstrating the unique connection between
Volkswagen and its loyal customers through stories that
resonate across generations. Emphasizing Volkswagen's
heritage and the authentic experiences of its customers,
the "YourWagen" platform reinforces the brand’s position as
an inclusive icon in the automotive world, set to rekindle its
beloved status globally.
Volkswagen
Yourwagen Campaign
https://www.youtube.com/watch?v=hATbOMKZfsM

10. Nike's latest campaign film shot in Riyadh, "What if you can?",
is a vibrant call to action for girls to embrace the
transformative power of sports. This inspiring narrative
features a teenage girl discovering her potential through
movement and sport, highlighting how physical activity can
elevate self-confidence and joy. The initiative partners with
the storytelling platform Rebel Girls, aiming to boost
confidence t hrough stories of influential women, such as a
prominent footballer. These digital tales will grace Nike’s
platforms, including its app and Rebel Girls' social channels,
furthering the campaign's reach.

Supporting the film, Nike has initiated partnerships with
schools and grassroots programs in Riyadh, offering free sports
experiences to encourage girls to explore various sports. This
move is particularly poignant in a context where sport remains
daunting for many young women in Saudi Arabia, illustrating
that everyday activities can evolve into sports skills with just a
bit of courage and curiosity.
Nike
What If You Can? Campaign
https://www.youtube.com/watch?v=C_BZQkU5Cds&t=45s

11. Apple's latest ad, ‘Crush,’ celebrates the release of their
thinnest iPad Pro yet at just 5.1mm. In a captivating 68-
second video, the ad combines the unexpected charm of
Sonny & Cher's 1971 hit, "All I Ever Need is You," with
visually striking imagery.

Created in-house, the ad creatively uses a crushing
machine sequence to metaphorically squeeze various
objects into the ultra-thin frame of the new iPad, effectively
showcasing its sleek design and advanced features. This
unique approach not only highlights the iPad's impressive
thinness but also reinforces Apple's reputation for
innovative advertising.
Apple
Ipad Pro Campaign
https://www.youtube.com/watch?v=ntjkwIXWtrc&t=1s

12. DHL's latest retail campaign introduces competitive shipping
rates, aiming to make global commerce more accessible for
young entrepreneurs. The initiative highlights DHL’s
commitment to empowering young business owners in the
MENA region by providing streamlined logistics that fuel their
entrepreneurial journeys.

It's a creative demonstration of how DHL's services can be a
catalyst for success, resonating particularly with e-commerce
sellers and budding professionals. Additionally, DHL has
created multiple edits of the film for social media to maintain
engagement and minimize viewer fatigue, showcasing various
milestones in the young entrepreneur's career. This strategic
content variation enhances the campaign’s reach and
relevance, further embedding DHL as a supportive force in the
entrepreneurial landscape.
DHL
Young Entrepreneurs Campaign
https://www.youtube.com/watch?v=hTPmguDUHDk

13. next wave
scouting tech & trends...

14. Cartoon Network and Envision Racing have teamed up on
Roblox to tackle climate change through their new game
initiative. This partnership focuses on educating kids about
sustainability by engaging them in a virtual race using vehicles
crafted from e-waste collected within the game. Envision
Racing, noted for being the first carbon-neutral Formula E
team, brings a genuine commitment to environmental
advocacy to this collaboration.

This project introduces the Climate E-Racers category, aiming
to raise awareness among children about the escalating issue
of electronic waste, projected to reach 75 million metric tons
annually by 2030. The initiative seeks to inspire climate-
friendly behaviors in a fun, interactive setting.

Through this immersive experience, Cartoon Network and
Envision Racing strive to empower the next generation to
contribute to a sustainable future.
CN X Formula E
Roblox Collaboration

15. Horizon FCB's 'LET'S PLAY' campaign, launched for the 2024
Dubai Esports and Games Festival, transforms Dubai into an
interactive gaming landscape. In collaboration with DEF, the
campaign features a hero film where gamers navigate a digital
version of Dubai’s landmarks, aimed at boosting festival
attendance and enthusiasm.

This initiative is part of the annual event hosted by Dubai
Economy and Tourism, highlighting the latest in esports and
gaming technology.

As the festival enters its third year, it's becoming a pivotal
celebration for gamers and industry professionals worldwide.
Horizon FCB’s partnership aims to elevate the festival's reach
across the UAE and beyond. The campaign's core message,
'Let’s Play,' reflects Dubai's dynamic spirit and the vibrancy of
its gaming community.
Horizon FCB
Dubai Gaming Festival
https://www.youtube.com/watch?v=wXS-JfCF1HY&t=1s

16. Hublot has introduced an innovative digital experience
showcasing its Unico chronograph movement. Created in
collaboration with LVMH Group, Epic Games, and Meta
technology, this virtual journey offers a deep dive into Hublot's
watchmaking craftsmanship. Users explore the collection
guided by a virtual watchmaker, who details the design and
functionality of each timepiece.

The experience includes a 3D view of the Unico movement
and allows guests to customize their watches, selecting sizes,
bezels, and dials, and adding personal engravings. A real
watchmaker from Hublot's Nyon Manufacturer voices the
virtual guide, enhancing the user's interactive experience.

This digital initiative reflects Hublot's drive to blend traditional
watchmaking with modern technology, providing an engaging
platform for enthusiasts to explore its sophisticated
timepieces.
Hublot
Virtual Watchmaking World

17. wisdom wellspring
lessons from the field...

18. TikTok is enhancing its transparency efforts by planning to
label AI-generated images and videos originating from
external platforms. The video-sharing giant will utilize a digital
watermark known as ‘Content Credentials’ to inform users
about the AI origin of such content. This initiative, backed by
the Coalition for Content Provenance and Authenticity—co-
founded by tech leaders like Adobe and Microsoft—aims to
ensure users can distinguish between AI-created and
authentic content.

The move builds on TikTok's existing practice of labeling AI-
generated content created within its app, extending these
guidelines to encompass externally produced media. This is
part of a broader effort to comply with policies against
unlabelled realistic AI content, which, if found, will be
removed for violating community guidelines. Content
Credentials will also provide metadata detailing the creation
and editing process of AI-generated content.
Tiktok
Labeling AI-Generated Content

19. Snapchat
MCN Research Report
A recent study by Snapchat and MCN explores the $6 billion
global influencer market, highlighting how brand-sponsored
content resonates across different regions including Australia,
France, Saudi Arabia, the USA, and the UK. In the GCC, users
favor practical content such as tutorials and restaurant
reviews, marking valuable opportunities for marketers.

The research also emphasizes the importance of trust in
influencer relationships, noting that 64% of users are wary of
creator authenticity. It underscores the critical role of honesty
in influencer mar keting, with 78% of brands rating it above
creativity (66%) and charisma (56%) in driving engagement. In
Saudi Arabia, the primary factors for trusting creators include
their portrayal of realistic life (69%), providing evidence and
data (67%), and sharing personal experiences (65%). Moreover,
89% of users believe that transparency about sponsorships
greatly enhances their likelihood of brand engagement,
suggesting that clear communication of influencer-brand
partnerships is essential for effective influencer marketing.

20. zia zeniths
peaks of our creations...

21. Our collaboration with ADNEC (Abu Dhabi National
Exhibitions Company) has been a fruitful venture in creating a
striking visual portfolio for their corporate events. This
partnership exemplifies our commitment to encapsulating the
dynamic atmosphere of ADNEC’s various business gatherings
and exhibitions.

Leveraging our expertise in corporate photography, we've
delivered compelling imagery that significantly enhances
ADNEC's brand presence across multiple communication
channels. Our dedicated team focuses on capturing every
detail, ensuring that the photographs reflect the
professionalism and expansive scope of ADNEC’s events. This
meticulous approach helps in delivering high-quality visuals
that meet our standards and client expectations.
ADNEC Group
Corporate Photos

22. We recently had the pleasure of collaborating with La Brioche
to enhance their dining experience through the artful design
of their menus. Our team focused on creating a main menu,
breakfast menu, and kids menu, each designed to elegantly
present La Brioche's exquisite culinary offerings. With an
emphasis on visual appeal and ease of navigation, these
menus are crafted to highlight the unique flavors of the
restaurant while catering to the diverse tastes of their clientele.

This project allowed us to blend creativity with functionality,
ensuring that every meal at La Brioche is not just memorable
but also an inspiring experience for diners. Through our
partnership, we continue to engage and delight guests,
encouraging them to explore the rich variety of dishes La
Brioche offers.
La Brioche
Menus Design

23. ready to elevate your brand's creative journey?
let's craft brilliance together.
reach out to us at [email protected]
and let's ignite innovation.