Most outdoor communications are billboards. Ours was a thirty foot tall blow-up cake, lifted to 600 feet by 43 helium balloons. Placed above the Skydive Dubai drop zone, it could be seen by everyone in JBR and the west side of the Palm. If you want to stand out and create a very public message that Skydive Dubai offers adrenaline-fuelled activities, this is how you do it. The cake provided a platform for a death defying BASE jump to celebrate Skydive Dubai's 13th birthday.

Dubai is a city of firsts. A place where brands need to do crazy things to stand out more than the others. It is a place where skydivers, flying winged-suit athletes, skyscraper climbers and other adrenaline-junkies come to challenge their limits and show the world their skills. So if you want to appeal to these adrenaline junkies, you need to do something that they've never seen before.

Skydive Dubai is THE provider of adrenaline-fuelled experiences in Dubai. Even so, they do compete with other adrenaline focused brands in the region. So, when they want to do something to encourage people to come jump out of a plane above the Palm it needs to stand out from the clutter. The brief was simple - 'Do something cool to celebrate our 13th birthday, make sure it's death defying and make sure it is seen by millions'. Our objective was to come up with an idea that would be relevant to their birthday, relevant to the death defying nature of the brand and have a little fun along the way.

When the inflatable cake started being lifted early in the morning, thousands of people living in JBR and on the Palm started to shoot videos and post them on social, increasing the awareness of the stunt before it even happened. The day after the jump, the Crown Prince of Dubai (who is known to love anything that gets the adrenaline flowing) posted our branded stunt video on his social media channel. To get his personal seal of approval is rare for a brand, so we were literally honoured. The film hit 1 million views within 24h, and to date we have reached a total of 3.7 million views. (That's same number of people who live in Dubai!) We gained over 464,370 likes, more than 11,630 comments and 351 coverages. After our Dare in the Air stunt, the number of tandem jumps increased by 26%.

Skydive Dubai's ‘The Dare in the Air’ redefines the 'Special Build' category with a gravity-defying spectacle. An enormous inflatable 20-foot cake, suspended 600 feet up in the air by 43 helium balloons, became the focal point of this extraordinary event. The ambient execution unfolded as one of Skydive Dubai's seasoned skydivers leapt from this airborne confection, successfully opening his chute and landing perfectly to celebrate the brand’s 13th birthday. The meticulous engineering, safety measures, and seamless execution of this surreal moment makes ‘The Dare in the Air’ a standout entry in the 'Special Build' category, showcasing the brand's prowess in creating gravity-defying outdoor experiences.