HAYYAKUM FI DARKUM

ASK
Build pride in the national airline of the UAE, amongst UAE nationals.

BRUTAL SIMPLICITY OF THOUGHT
Etihad may have been the national carrier, but it wasn’t the number one choice for Emiratis in Abu Dhabi. UAE nationals were aware of Etihad, but the brand wasn’t connecting with this target market in any emotional way.

IMPACT
We commissioned a local poet and musician to craft a music video surgically targeting this audience. Its call to action - ‘Hayyakum fi Darkum’ or ‘Welcome to our shared home’ – entered mainstream culture and the film achieved a 95% penetration rate amongst Emiratis living in Abu Dhabi.

Client: Etihad Airways
Office: Abu Dhabi
Year: 2015