About:
In line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister of the UAE and Ruler of Dubai, a day has been set to practice sports, under the theme “Emirates Unite Us. The initiative paves the way for people of determination, children, and seniors to practice sports activities befitting them in a simple way that brings meaningful benefits to them, besides spreading happiness and positivity amongst community members. This is a sports day of a national nature, involving aerobics as well as sports, recreational, promotional, communal, educational and competitive activities, which epitomize the cohesion of community segments and reflect the intimacy, harmony and positive interaction among multi-cultures living peacefully and happily in the UAE.
Concept:
The concept behind the campaign was to let people remember the date and to be there to participate. We come up with a very direct visual of the calendar highlighting the date 16 February. The tagline says "Be on the date of February 16". The campaign is divided into teaser ads and revealer ads.
Body text:
Each year sports bring us together, to love and share, it motivates us. Because it is the language that unites us... National Sports Day; a day in the history of the Emirates that consolidates the spirit of unity, love, goodness, and peace. Be on time on February 16.
